In those cases, the technological and market uncertainties are fairly low. We know who the customers are and what their needs are. Many of those incremental innovations are, in fact, generated out of experience with customers. That whole sequence of events doesn't work with radical innovation. Radical innovation generally comes from an individual in a firm who gets a breakthrough idea.
Ideas come from many different places.
They could be from somebody realizing the confluence of existing technologies. That's what happened with the hybrid vehicle that General Motors was developing. In another case, a guy at Analog Devices went to a brown bag lunch, and a professor type from a local university was talking about some obscure technology. Another source of ideas is for leadership to put a challenge to the company to come up with game-changer proposals. So ideas come from different places, but I don't think it comes from customers, per se, which is the case in incremental innovation.