I really do think good product design is all about the courage to follow through on obvious good ideas (like the article said). It's the thing business execs need to get through their skulls. The hard part isn't thinking of good ideas or innovating, it's discipline and courage. They all say they want simplicity and good design, but inevitably cave to deadlines, politics, and short-term financial decisions.
It's unbearably frustrating to watch in my company.
This means their incentives aren't aligned with what's best for the business.