This paper identifies and analyses the links in the knowledge journey of an idea to innovation. It tracks the links in the development of customized cartons for packaging tomatoes. The trigger points for the innovation, the milestones crossed by the innovator, the interaction with agencies and actors in the environment, the interests and responses of the agencies and the actors, and the final outcomes were identified. Based on analysis, it conceptualises a model of knowledge journey and develops suggestions for innovators and innovation associates. The suggestions are in the areas of responding to innovation triggering points, learning and leveraging on what is possible and happening, adapting to the constraints of the innovation associates and building flexible systems and structures.