The term, coined by none other than Clayton Christensen, refers to the improvements made to existing products, services, or processes that enhance performance and value for the current customer base, without significantly altering the underlying business model. It’s the reason why you have an iPhone 14 – the same thing that Steve Jobs introduced in 2007, just better. Every once in a while, we reach the pinnacle of sustaining innovation – the moment in time when things don’t get better, just sillier. Case in point: Microsoft’s pizza-scented Xbox controller. When you reach the peak – the only way is down…