This post on Endless Innovation does a great job of taking the financial services industry as an example of the 'buy' and 'sell' side of innovation. The 'buy' side includes portfolio managers that are handed down huge assets from clientele to invest. The 'sell' side includes bankers create and package up products over to the 'buy' side. We can easily relate this to innovation. As the post mentions: Are you the manager looking for some creative ideas to boost your business? Or are you the innovation consultant looking to sell-in your ideas to top managment? So what side of the equation are you in?
The Buy and Sell Side of Innovation