Why innovative ideas don´t get into the market as they are?

In this class, Harvard Professor Clayton M. Christensen, author of one of the best books I´ve read (“The innovators dilemma”) shows why innovative ideas does not get into the market as they were conceived. In the process of applying the idea to the market, companies change that innovation to “fit” with the companies current processes, so when the innovation reaches the market, the magic is gone.