Beth Esponette argues that real innovation means abandoning industry constraints like order minimums and long lead times. True product development requires throwing out the established framework and starting over with a disruptive mindset.
what we're doing is a little crazy. If you find that, you know, you throughout the— what I'm saying, you kind of shake your head and say, "Oh, well, that's not going to work because, you know, because of minimums," or "That's not going to work because of lead times," just remember we're in the disrupt category. We kind of have to throw out everything we know to try to skirt around the way the industry is set up now. So that's really what we're trying to do is start over.
