Work generally falls into one of two categories: Sustaining and Originating. Sustaining makes up the majority of work. Sustaining work includes maintenance operations, as well as iterating products to keep pace with a market. It even includes depreciation practices.
Poor Iteration. Its cousin Innovation continually gets celebrated while Iteration is responsible for most of the day-to-day success of businesses. Plus, many activities and updates are labeled as “innovations” when they are actually iterations of an established product or service.
Innovation is different from Iteration
Innovation establishes something new and distinct from what an organization currently offers. However, it should still adhere to a well defined strategy. Authentic innovation is an uncommon, originating activity that leaps past mere iterative progression.
The activities of Depreciation and Destruction are part of the Sustaining set of activities on the Strategic Positioning Spectrum. Unlike other areas of The Spectrum, the defining characteristic of Deprecation is often represented by a lack of change.