Drift has this principle: “Innovate, don't invent.” Convoy has a similar value. Grant Goodale (co-founder) explained how they “innovate deliberately.” At first I didn’t get it. I thought the whole point of working in a high-growth tech company is to invent a bunch of cool new stuff. I kinda glamorized the mad scientist scribbling on a whiteboard.
Innovation: Take an existing process, strip what doesn't work, keep what already does, and evolve it into something where the as-is / default process is better than previously measured.
Great post! I like this distinction.