Within corporations there are attempts at innovation that move processes within the plane below. The hope is that every change will increase speed to market without affecting risk. However, in reality, for a process of adequate maturity, almost all changes will move along the line pictured below.
Typically a negative symptom of this is a loop of process changes that repeats infinitely and goes something like this:
Firm is at point A - medium risk and medium speed to market Firm finds a reason to consider this speed to market to be too slow (perhaps smaller more risk tolerant competitors are observed) Firm moves to point B via an “innovative new process”.