Read more about innovation here. The technological innovations are going faster and faster, just like the adoption by users. It starts with technical innovation that offers new opportunities and changes the way we look at the market, a product or a process. Next comes new offerings, a first player to see a new playing field with great potential. A blue ocean. The market is breaking open. Other players follow quickly and the total playing field changes. Customers embrace the new offer and their behavior changes. Innovation runs from technology to offer to behavior.