Almost no one actually gets a blank slate for business projects or organizational transformation. And even if they did, there would always be someone during the design process who would have their own notions of what "should" be, and all of the sudden you're jamming misfit puzzle pieces into your masterpiece

The biggest greenfield opportunities aren’t just in codebases or technical stacks. They’re hiding in the places leaders often overlook: the greenfield vision found within culture, practices, and mindset.

In meeting rooms and board decks, innovation is celebrated as the badge of progress. New platforms, fresh tools, smarter systems, but all wrapped in sleek interfaces and buzzwords that signal transformation. Look closer, and much of what passes for greenfield innovation is little more than replication of something old, just made to run faster.