One of the underlying problems is that there isn't a formula (= process) for innovation. Most software development tries to create a competitive advantage by cr

One of the underlying problems is that there isn't a formula (= process) for innovation. Most software development tries to create a competitive advantage by creating something unique that isn't easy to replicate. So, every process around being able to deliver that by just applying that process creates a false hope. Or it is not meant for this purpose but the "buyers" aren't aware of it and have other expectations.