Cost or efficiency is not a core element of a job. In those circumstances, there is not a complex bundle of social, emotional, and functional needs in search of progress. There are rational decisions to be made—and ones that can just as easily be made by a computer. A theory is essentially a proposition: we propose this set of processes will help develop innovations that will be successful. But if someone has a better set of processes to deliver more consistently successful innovations, we welcome that in our quest to better refine this theory.
