1. The unexpected – the unexpected success, the unexpected failure, the unexpected outside event
2. The incongruity – between reality as it actually is and reality as it is assumed to be or as it "ought to be"
3. Innovation based on process need; any inadequacy in a business process that is taken for granted
4. Changes in industry structure or market structure that catch everyone unawares
External
5. Demographic changes caused by things like wars, migrations, medical developments
6. Changes in perception and fashion brought about by changes in the economy
7. Changes in awareness caused by new knowledge
Source: Managing for Results, Peter Drucker
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