The text discusses the importance of understanding the job a product feature does for customers and their success criteria before making deliberate improvements. The author shares an example of how they improved Intercom's daily email, which was receiving positive feedback from customers. Through customer research, they identified key issues such as poor mobile design, lack of next steps, non-scalability, and incompleteness. By addressing these issues, the team made targeted improvements that better met the needs of their customers, resulting in a more effective feature. The author emphasizes the value of deliberate improvements over speculative or exploratory work, highlighting the need for a deep understanding of how a feature is used before making changes.