"There seems to be this almost innate desire to tell stories about innovation in terms of eureka moments. For some reason, we just want to ... condense them to these moments of sudden clarity, where a light bulb pops over someone's head and they ... suddenly see the world differently. The apple falls from the tree — and they have a theory of gravity — whatever the trigger is. But when you actually go back and look at it ... in the historical record of innovation, eureka moments are the exception and not the rule. Almost always, there is a very long incubation period that goes into a breakthrough idea."