One of my favorite scenes from the sitcom, “Love and Marriage” was when Bud built an innovation in his basement while hearing a loud voice in his head booming, “if you build it they will come”. He obsessively worked day and night on the solution and was surprised that when he was finished, no one came. This is how many innovations are approached by businesses - their employees are so in love with the innovation they can’t imagine anyone being able to resist it. The reality is that any new solution will need sales and marketing to present the innovation and differentiate it from the competitors.
Great read on how a busines can achieve both financial and environmental success.