In the past two years, there has been an interesting shift: projects in the community that are experimenting with new models are gradually moving from "What should we do" to "Is doing this worthwhile."

In simple terms, they are moving from the conceptual stage into a real validation phase—whether the comparable projects can create actual value, and whether the business logic makes sense. And here’s an easily overlooked point: not all brands need to follow the same approach. Some projects are suited for aggressive innovation routes, while others require a more conservative approach. The choice of path itself is already a strategic judgment.

This is not a technical issue; it’s more about the project’s understanding of its own positioning and the market.