by Aimee Mann
"It's a hard truth to accept, but if you're still mistaking frantic feature dumps for innovation, you're not scaling - you're sprinting towards obsolescence."
AI has made product development easier than ever. Outsourcing creativity and innovation to a machine has never been easier. And so in this brave new world, it seems that an increasing number of businesses are simply throwing spaghetti at the wall and hoping it sticks.
That’s not innovation, that’s gambling. And with AI making it easier than ever to churn out new features – or even entire products – at breakneck speed, this “throw everything and see what sticks” mentality is only getting worse. The problem? There’s no intention. Just because you can generate something quickly doesn’t mean you should.
30%
Balance short and long-term innovation and your scaling success rate jumps 30%.
On the surface, this rapid-fire approach seems like a win – more features, faster product launches. But it’s not the way to deliver consistently high-quality output. If you’re doing anything but innovating with intent, you’re jeopardising your brand integrity. The real winners? They slow down, zoom out, and think. They’re not rushing to ship half-baked products – they’re building things that actually matter.
Take Apple, for example. While others were churning out new phones every few months, Apple spent years refining the iPhone, making every iteration a calculated improvement. They didn’t race to put out features first – they made sure they worked seamlessly before launch (on the whole). That’s intentional innovation.
Now look at companies that did the opposite – think of the fall of BlackBerry. At one point, they dominated the mobile phone industry. But instead of investing in a long-term vision, they doubled down on what had worked in the past. They ignored software advancements, refused to evolve their user experience, and eventually got wiped out by companies that were thinking ahead.
Intentional innovation is about solving real problems, not just hopping on trends or taking a blinkered approach and making your entire focus the one good thing you did in the past. If you’re always playing catch-up, you’re already losing. The best companies play the long game, knowing that deliberate, well-thought-out innovation beats rushed, reactionary moves every time.
“Innovation is the only way to win”
Steve Jobs
Apple
The Risks of Speed Over Strategy
Speed is important – but it’s not everything. Sure, being fast helps, but if you’re moving fast in the wrong direction, you’re just getting lost quicker. Here’s why reckless speed kills companies:
1. Quality Takes a Hit
You ever use a new app and think, “Wow, this is garbage”? That’s what happens when people prioritize speed over quality. Rushed products flop, and first impressions stick. You want users to love your product, not tolerate it.
2. Chasing Trends is a Losing Game
Jumping on every new hype train is exhausting. And guess what? By the time you pivot to whatever’s hot, the market is already onto the next thing. Focus on substance, not quick wins and gimmicks.
3. Disruption Without a Plan is Just Chaos
Everyone wants to “disrupt.” But breaking stuff just to say you did isn’t smart – it’s reckless and counter-productive. The best disruptors aren’t tearing things down, they’re building better solutions. Big difference – totally different result.
Businesses putting 15%+ of revenue into R&D gained 1.8 times higher earnings and 2.4 times higher growth
Why Intentional Innovation Wins
If fast innovation is a sugar rush, intentional innovation is a well-balanced meal. It’s built to last, not just for a quick hit. Here’s what makes it work:
Clarity of Purpose: Know WHY you’re building something before you start. Example: Tesla – Instead of just making electric cars for the sake of it, Tesla had a clear mission: accelerate the world’s transition to sustainable energy. Every product, from cars to solar panels, ties into this overarching goal.
Quality Over Quantity: Throwing out 50 mediocre ideas isn’t as valuable as nailing one great one. Example: Dyson – They spent years perfecting vacuum technology before launching, leading to industry dominance. They didn’t flood the market with half-baked products; they focused on making the best one.
Sustainability: Short-term wins don’t mean much if your company flames out in two years. Example: Patagonia – They integrate sustainability into every decision, from supply chains to product durability, ensuring long-term relevance and consumer trust.
Collaboration: Bring in diverse thinkers and avoid groupthink. The best ideas rarely come from silos. Example: Pixar – Their Braintrust meetings allow cross-team collaboration to refine and perfect stories, leading to hit after hit in animated films.
Calculated Risks: Big bets are fine – as long as they’re smart ones, not blind leaps of faith. Example: Netflix – They bet big on streaming when DVDs were still king. It wasn’t a wild gamble – it was a well-researched pivot that changed entertainment forever.
The Intentional Innovation Playbook
Author: Aimee Mann
Aimee Mann is a freelance journalist covering the fast-moving world of tech, startups, and innovation. With a sharp focus on the tactics, tools, and approaches that fuel real-world startup success, she brings clarity and insight to topics that often get lost in the hype. For TechtonicOS, Aimee explores the lessons, levers, and playbooks shaping the next generation of high-growth companies.
