I've just learned this lesson the hard way. I had my own terminology for it, so it's helpful and educational to learn words and phrases that others will understand and use.
But absolutely, I'm exactly the type of person the article is talking about, I have experience and an amazing team, and our "improvements" have more or less failed spectacularly. We learned that design ideas that are "better" than the status quo often confuse and alienate customers, because they're already used to something, and everyone else does it that way. A de facto standard is a powerful force, and shouldn't be ignored or shunned.
I have to do something different! so I'm thinking the solution is to do only one "improvement" differently at a time, and to do it very slowly and deliberately, and with a lot of two-way communication along the way. That's a theory, who has evidence for or against?