"Meeting consumer needs is a necessary but no longer sufficient condition of sustainable innovation. Breakthrough innovations that stand alone longest in the marketplace, without serious competition, bring in the highest returns."
Sometimes, this is all you have to work with.
Jessie Clear at Strategy + Business called with the above on a short deadline, and it seemed like a great opportunity to take an abstract bit of material and turn it into a simple solution. With a bit of tweaking (they wanted the beaker added to clarify the "innovation" aspect) we got there fast and came out with a nice image. Sometimes short can be sweet.