DevOps has always been about dramatic changes to improve IT. You don’t only need to use a different set of tools, you need to change your entire IT culture! It’s all exhausting, really. Worse, this imperative to change never goes away. Will we ever actually be done and “be like Google”? Instead of carrying the flag of “change or die,” this talk proposes an alternate, more practical, sustainable, and comforting approach to improving: IncrativeOps.