Hot Buttons and Innovation

http://www.powermarketingtraining.com/fiy/hot-buttons-and-innovations/?inf_contact_key=fd245051d9f24134a454cb01fb62dc6b260633b69d3ba816858d926310310dd1
Most people don’t actually know what hot buttons are even though they’ve heard the term.  And marketers and salespeople, and even industry experts typically don’t know how to innovate.  What does it to take to innovate?  How can you innovate a company in a commodity-based market?  What difference does it make?