Status quo is only stagnating. Innovation is all about changing ways of doing things. If you succeed in changing any ongoing ways of doing things, you are ready to startup.
You succeed, once your changed way attracts users. You make net worth by usage. Increasing usage becomes your business.
Now what you do is marketing. Till your changed way is not changed by another newly found way. Ideas are like locations. Anyone is free to reach there.
For staying in business you should be doing that too. Disrupt yourself as well.