Optimisation will never lead to real breakthroughs, only incrementally better or more focused versions of what you have now.
If you look at your sales data and see that most of your customers are male, then you start designing for men, you might sell more or better to those men, but you're going to miss the opportunities to think of new products that women want, or that everyone wants.
Mokalus of Borg
PS - To make real breakthroughs, you need to look at the situation fresh.
PPS - Don't optimise before you're finished.