Progress and success for a company?

Been looking at https://www.youtube.com/watch?v=A3DudqwsRPw, a summary over the history of AOL.

The feel I got – was that if you allow marketing to take charge without innovation – you get an AOL history. Doomed.
And – if you get a smaller company with tech-savvy ppl in charge only – you get no growth (based on personal experience).
If you get tech-savvy ppl with a understanding of “what’s next” – you get corporations like google (in the beginning).

But then, think again.. Some inovations press beyond our current boundries. Some boundries are ethical – and those are worse than that of simply “one-step-forward” thinking.