Where does innovation fit in this “framework”? First and foremost, innovation is viewed through the lens of working on each of these items. At the extreme for example, most internal rewards (financial or otherwise) are given to people for saving money or making the team more efficient. Marketing people get promoted for coming up with a new way to explain the existing products. Engineering is focused on optimization and likely integration across components of the growing product bundle. And of course finance is modeling how to raise prices without actually being seen as raising prices. That’s what innovation is — and that isn’t being cynical but it is precisely what the company is asking of everyone. The goal is definitely growth, but growth that comes from changing as little as possible.
Most of all, what the past 20 years of post internet software has told us is that just when conventional wisdom is saying there is the least amount of opportunity, it is in fact exactly the right time to be doing new things in new ways on the platforms and technologies we know will be ubiquitous in a few short years.
…hat comes next or where the next big thing is going to be. Yet as we see these are often conflated. If history is any lesson, the next big thing will almost certainly come from a new company building a new product in a new way (editor note, Apple was essentially a brand new company in 1998).