Never at the origin of newness and radical creativity.
The cause of the new is never an idea.
The idea or conceptualization of the new comes later — often much later. It is both a serious conceptual error to posit an idea at the beginning of an innovation and a methodological error in developing a innovation design process.
An example of an idea is the brilliant thought that comes to you during a shower - the next Facebook idea.
The rush of excitement floods your body as you process your new thought and all the millions of dollars that can be made.
You towel dry and search Google and come to learn there is nothing new about your idea, whatsoever.
Innovations are the result of doing or making, not ideas.