Encouraging employees to view products as incomplete gives them freedom to become “creative ‘artists’ who are encouraged to recreate products and services in new ways.”
“Incompleteness is not seen as a sign of weakness, but as a window on future opportunities.”
Example: In the stagnant and mature 35mm SLR market in the late 70′s incremental but substantial changes such as amateur-focused cameras, automatic focus, electronics, ergonomic design, and electronic exposure pushed the industry through to greater innovativeness and growth.
Source: Tatsuno, S. (1990). Created in Japan: from imitators to world-class innovators.