What is it and how can you improve it?
I imagine calibration and iteration and experimentation play into this as well. It's important to have a vision and conviction (strong opinion) about the market you operate in and what will be successful over the long term - that really rallies a team. Like how you point out that insights have a shelf life -- when something* is novel it tends to have outsized impact and remain a truth for longer than is useful.
I really liked you have an idea over the triple product senses. How did you develop it?