I agree with Andy's comment that sometimes TTM pressures create the motivation for innovating your way out of a product design challenge. Like the old saying goes, "necessity is the mother of invention."
All too often, large companies separate out innovation (patent-oriented R&D) from product development. Even though there is more and more IP re-use in product development, there is still a need -- some might say now more than ever -- for innovation and invention in the TTM-driven product teams.
Startups and smaller design companies where engineers wear multiple hats seem to inherently realize this.