All of life evolves in this way, through trial and error. There are some interesting things thought that can happen if you break out of the evolutionary approach to development. Start to create things that never could emerge as a result of “market forces” of the demands of customers.
What do I mean by this, well the example I would like to use to illustrate this is the “unstable jet”.
However imagine a bird with a really long beak and a the end of it there was a sensor and small computerized navigation system that could make microadjustments to the direct of the “beak” to ensure that its always in a stable position facing directly into the headwind and not deflected off course by a gust of wind and now you have designed what in theory is a bird that can fly faster because it can cut through the air more efficiently. Unfortunately no bird is likely to evolove this extra step because the solution is “non-evolutionary”. It can never get there by baby step "kaizen" mutations. It takes a major new "non-evolutionary" improvement to get over the hurdle of an unstable beak.
Most of the establish businesses that are killed off are by major disruptive innovations like this – business solutions and leaps of improvement that break the classic evolutionary kaizen business development model. The step changes that existing businesses cannot make because it would result in the total cannibalization of their existing business (making them unstable).
To get there businesses need to take a completely different approach to innovation stop thinking about what would make money and start focusing on what is possible. What would happen if....To think more abstractly about what could happen if this other thing happened. To cross connect ideas. To build field of dreams. To invest in the connecting points. To look out for the non-evolutionary leaps.