“We published.” The main pitfall is thinking you are done when you have communicated about the innovation to the outside world. Dissemination means that others really do something with it.
“We know what is good for you.” Your innovation is not above suspicion. Remain open to criticism of your invention.
“Knowledge development is very different from knowledge transfer.” Knowledge development also continues in the dissemination phase, but now on the interaction with the existing.
“Not reinventing the wheel”. An innovation rarely fits seamlessly. Everyone has to go through their own spiral of innitiatives. But it is useful to learn from other wheelmakers.