...innovation is highly context-dependent. It is a response to a particular problem at a particular time and place. Take away the context, and you remove both the spur to innovation, and its raw material.

Creativity is, in many respects, a response.

Marginal gains is not about making small changes and hoping they fly. Rather, it is about breaking down a big problem into small parts in order to rigorously establish what works and what doesn't.