How Do You Bring Innovation to Market? We asked some of the leading idea people in business to define how new products, technologies and commodities come into being.

The rise of the World Wide Web in the 1990s heralded an age of innovation, enabling us to make nearly every kind of interaction better, cheaper and faster.

Investors have been rewarded for funding big, game-changing ideas during this era. Yet many of these innovations have been relatively modest concepts. Being first has been key: Test your idea, fail early and pivot until you have arrived at something that captures the popular imagination.

That's no longer the case. With so much reward for low-risk ventures, fewer entities are drawn to risky investments into the unknown. But what are the subsets of creativity, and how much risk is involved in each today? We asked some of the leading idea people in business for their thoughts, to help us identify and define the various ways new products, technologies and commodities come into being.