When I say that innovation is being democratized, I mean that users of products and services-both firms and individual consumers-are increasingly able to innovate for themselves.
Users that innovate can develop exactly what they want, rather than relying on manufacturers to act as their (often very imperfect) agents.
In this traditional model, a user's only role is to have needs, which manufacturers then identify and fill by designing and producing new products.
(Innovation attractiveness is the sum of the novelty of the innovation and the expected future generality of market demand.)