I&#x27;ve just learned this lesson the hard way. I had my own terminology for it, so it&#x27;s helpful and educational to learn words and phrases that others will understand and use.<p>But absolutely, I&#x27;m exactly the type of person the article is talking about, I have experience and an amazing team, and our &quot;improvements&quot; have more or less failed spectacularly. We learned that design ideas that are &quot;better&quot; than the status quo often confuse and alienate customers, because they&#x27;re already used to something, and everyone else does it that way. A de facto standard is a powerful force, and shouldn&#x27;t be ignored or shunned.<p>I have to do <i>something</i> different! so I&#x27;m thinking the solution is to do only one &quot;improvement&quot; differently at a time, and to do it very slowly and deliberately, and with a lot of two-way communication along the way. That&#x27;s a theory, who has evidence for or against?