Five Approaches When You Need Costovation, not Innovation

"Innovation" is a much-loved word, returning over 110 million Google results.  Yet the mandate for companies to innovate can lead them in unproductive directions, adding features and complexity for their most demanding customers.  Companies layer on these innovations to maintain or boost price points, so costs grow.  Unfortunately, this cycle leads to much of the market becoming overserved.  Mainstream customers may not want new enhancements.  They don't want featuring-adding innovation; th...