Selling something is hard. It's made easier by selling to people who want to be sold to. This is the classic business model of finding a problem and solving it better than anyone else.
There's another type of problem of course, the type that has no definition. This would be akin to apple remaking the music industry with iTunes, or Henry Ford enabling mass production of the car.
Let's put the messy bit of actually coming up with the idea, and skip ahead to selling it. More often than not, only a handful of people would even bother listening to you (the innovators), and even then, you'll have to work to continuous show them that what you're doing has merit.
This is hard, and I'm convinced this ability comes only through practice. Specifically, the ability to spare the ego, and value the mind.