Do you go into your board and say, "" Look, I've got a fantastic idea for an embryonic product in a marginal market, with consumers we've never dealt with before, and I'm not sure it's going to have a big payoff, but it could be really, really big in the future? "" No, what you do, is you go in and you say, "" I've got a fantastic idea for an incremental innovation to an existing product we sell through existing channels to existing users, and I can guarantee you get this much return out of it over the next three years. "" Big corporations have an in-built tendency