" In an incongruity, as these cases exemplify, the innovative solution has to be clearly definable. It has to be feasible with the existing, known technology, and with easily available resources. It requires hard developmental work, of course. But if a great deal of research and new knowledge is still needed, it is not yet ready for the entrepreneur, not yet ‘ripe’. The innovation that successfully exploits an incongruity between economic realities has to be simple rather than complicated, ‘obvious’ rather than grandiose. "

― Peter F. Drucker , Innovation and Entrepreneurship: Practice and Principles