Think Different About Growth: The 3E Framework That Drives Real Innovation
Most product leaders follow a straight line when it comes to growth—more features, more users, more markets. But that’s not innovation. That’s just motion.
True innovation? It’s about clarity. Focus. Knowing when to double down, when to refine, and yes — when to let go. That’s where transformation lives.
At ISHIR, we challenge companies to think differently about their product innovation strategy. We use what we call the 3E Framework: Expand. Enhance. Expire. It’s not a to-do list — it’s a lens. A way to make smarter, sharper decisions on what deserves your time, money, and creative energy.
Expand — Growth With Purpose
Expansion is seductive. New markets. New features. New possibilities. It’s the easiest to chase — and the easiest to get wrong.
Real expansion isn’t about more. It’s about meaningful more:
New Features that solve real, evolving customer problems.
New Markets that align with your vision and value.
New Use Cases that stretch the DNA of your product without breaking it.
Example: Slack wasn’t built to be a global enterprise tool. It became one — by listening, adapting, and integrating with the tools that matter.
But don’t confuse movement with momentum. A product in its infancy (the “Explore” stage) plays by a different set of rules than a mature one.
Success in the Expand Phase:
Adoption Rate – Are people jumping on board?
Market Penetration – Are we resonating with the right audience?
Revenue Growth – Is this expansion more than a vanity play?
Expansion is a bet. And like all bets, you need to know when to double down — and when to fold.
Enhance — Make It Better, Not Just Bigger
Innovation doesn’t always mean building something new. Sometimes, it means refining what’s already there until it’s unforgettable.
Enhancement is the art of obsessive improvement:
Performance Optimization – Speed, stability, and security.
Customer-Centric Design – Feedback-driven UI/UX evolution.
Process Automation – Frictionless workflows that just work.
Example: Every iOS update isn’t a revolution. But every one makes the iPhone feel smoother, faster, more personal. That’s innovation by design.
Enhance Metrics That Matter:
CSAT – Are users more satisfied today than yesterday?
Retention & Engagement – Are they coming back?
NPS – Would they tell their friends?
If people love your product, they’ll stick around. If they don’t — no feature in the world will save you.
Expire — Be Brave Enough to Let Go
This is the hardest move for any product leader. But often, the most powerful.
Letting go clears the clutter. Frees up mindshare. Unlocks possibility.
Kill what’s no longer serving you:
Legacy Systems — Tech debt isn’t noble. It’s a weight.
Clunky Features — Every extra click is a broken promise.
Stale Products — If your heart’s not in it, your customers feel it.
Example: Google kills products mercilessly — not out of failure, but focus. Reader. Hangouts. They made space for AI, Cloud, and the future.
Expire Phase Strategy:
Capital Allocation – Is your money working hard enough?
Operating Model – Do you need a heavy R&D team or lean innovation pods?
Talent Strategy – Are the right minds solving the right problems?
Innovation isn’t just what you build. It’s what you’re brave enough to stop.
Mastering the 3E Framework
This isn’t a linear playbook. Expansion. Enhancement. Expiration — they can happen in parallel. What matters is the clarity with which you move between them.
At ISHIR, we help companies zoom out. See the whole picture. Then act with intent.
Define the right metrics for the right stage.
Build feedback loops that guide every move.
Align your capital, your model, and your people around what matters most.
Because in a world that changes faster than ever, the companies that win aren’t the ones that do more — they’re the ones that do what matters.
Think bold. Build smart. And never be afraid to let go.