Once a product has been developed well and accepted by the consumers, do we need to keep tinkering with it and try improving it further? Well, the principle of exnovation advises against doing so. And there are, obviously, valid reasons for that. Too much of anything is bad; for business and for anything else as such.
Innovation is not an exception. Obviously, you cannot keep innovating the same product or process repeatedly. Not for the extended period. Therefore, we need to talk about the other side of the innovation coin—exnovation! You may have barely heard of the word exnovation.
The earliest usage of this term was observed in 1981 when John Kimberly referred to “removal of innovation from an organization.” In 1996, A. Sandeep provided the modern definition of exnovation as the philosophy of not innovating. In other words, ensuring that best-in-class entities are not innovated further. However, exnovation still has not become common parlance, at least in the intended way. 
Why Exnovation?
The basic definition of exnovation is self-explanatory and quite simple per se. However, why do we need it is still a question. Especially if we are comparing it with the continuous innovation paradigm. When should you call it a day and stop continuous innovation?
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