Let’s imagine a mid-size IT company. It was founded around a decade ago by group of smart engineers who are probably still around as executives.
Back in early days, the company built a highly successful and innovative product. The product allowed quickly expand worldwide, made company profitable and created foundation of today’s success.
A decade later, the company is not a start up any longer. Some processes are around, engineering is busy adding new features, marketing is creating nice slide decks and sales are sweating to deliver their quotas.
Everything looks great. But market became more competitive, customers are more demanding today than a year before and YoY growth is not that impressive as it used to be. The company wants continue to grow and it needs new products in portfolio that will rock the market.