Andrew Hargadon, How Breakthroughs Happen: The Surprising Truth About How Companies Innovate (2003)

“Many people still believe a better mousetrap is all it takes. But of the 2000+ mousetraps patented, only two have sold well, and they were both designed in the 19th century. A good idea doesn’t sell itself although most ‘lone inventors’ make the mistake of thinking it will.”