1. Firms with a lot of money or time.
Not always, but if you have the right culture, drive, and resources, you have the opportunity to be more creative. This does not guarantee results, but there is a reason a handful of firms continue to win Lion awards and adage mentions. Certain places attract talent, and those places often attract jobs and resources that allow that to continue. Culture can build culture.
2. From other industries who have a new perspective on an old problem.
People always say great minds think alike. Really, great minds don’t. Being the odd man out, can give you a different way of approaching a problem, and sometimes you are the disruption that everyone has been looking for.
3. From the bottom up. Out of Necessity.
The opposite side of the spectrum is the underdog. Ones that want it better then anyone else, and will sacrifice everything to get it. More then resources, timing, its drive and passion that can find a way. Sometimes even a bit of crazy.
Im not saying that innovation always leads to results. Thats a different topic. But when you are looking for disruption, creativity, or different – those are the 3 places I would start. As always, context and execution are everything.