The first mindset is pretty common. Take good notes. Make tiny changes. Repeat. Improve. Incrementally move along the asymptote. Test and measure.
The other mindset is rare indeed. Do things that might not work. Develop new assertions. Go past the edges to unexplored territory. Try to figure out why things are the way they are. Fail often. Blaze a trail. After all, it’s a test kitchen, not a Michelin restaurant.
When the world changes, we see lots of people lining up to do the first sort of ‘tests’. A lot of crib sheets, looking over the competition and trying to fit in all the way.
But real innovation comes from the science of “this might not work.”