Avoiding innovation stagnation is the reason that Cook believes established companies need a lean start-up model—maybe even more than start-ups do. An idea pioneered by HBS Entrepreneur-in-Residence Eric Ries, lean start-up thinking entails launching as quickly as possible with a “minimum viable product,” a bare-bones creation that includes just enough features to allow for useful feedback from early adopters. The company then releases a quick succession of product upgrades, forming hypotheses and conducting experiments with each new version along the way.
Interesting thought. Under-promising initially sets the stage for you to collect data and then over-deliver in subsequent iterations.