As I presented at the ASQ Conference on Innovation in 2015, innovation = invention + strong, unmet customer need. The key is to find that high priority customer problem or opportunity. QFD is uniquely capable in helping both needs-driven innovation (need looking for solution), and technology-driven innovation (solution looking for need). The new ISO 16355 standard for QFD includes guidance and examples of both. Also, consider ISO-compliant QFD training. Details: www.qfdi.org