To many, the word innovation conjures images of the mad scientist constantly building new products, features, ideas, or solutions in the lab. But disruptive innovation doesn't happen without ruthless focus. It requires ignoring ideas, some of which may be very good, because they will demand your time, energy, and creativity. This level of focus is not something I've mastered personally, so I can attest to the fact that it is easier said than done. Focus always requires sacrifice, but you cannot pursue excellence in many directions at once.