A framework by Max Kehs

Is this a real innovation —
or are you performing one?

Run any strategic decision through the framework. Get a verdict in 2 minutes.

Famous verdicts

How the framework reads real decisions

Twitter → X Rebrand

Twitter / X · 2023

Destroyed 20 years of brand equity driven by internal vision, not customer pain.

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The Recognition Economy

Metropolis · 2020

Real differentiation — reframed parking as identity infrastructure.

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New Coke

Coca-Cola · 1985

Changed a formula customers loved, for reasons customers never asked for.

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Removing the Headphone Jack

Apple · 2016

Accelerated an ecosystem transition with clear differentiation logic and customer upside.

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Removing Menu Customizations

Starbucks · 2024

Used operational simplicity as a shield against addressing real brand drift.

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The framework

Innovate

The signals are real. Move.

Playbook

The template works. Execute.

Innovation Theater

This is preference dressed as strategy.

Execution Theater

The playbook is a hiding spot.

What decision are you sitting on right now?