Reinvention is the ability to throw away good. To look at a product or service and say that's good, but not great is to be honest in managing products and services.
Great is worth hanging on to. Good needs to be rethought.
This is where great design thinking comes into play. To paraphrase Steve Jobs, design is not really about how things look but how things work. This is one of the reasons we talk about applying the science of creativity to the art of strategy and execution. Beauty is important. But how a brand, a business or a team function together is just so much more important.
Here's a great clip from when Apple threw away the break through design on the iMac.