As an SE who is now working in Product, I can tell you that there is always an endless list of features to build to support the business goals. Some are pretty standard but some are true business innovations. As in, software features that support an improved and innovative business process that saves millions or improves quality or efficiency. These features are rarely innovative from a technical perspective, but from a business point of view they are true innovations. The business problem space should always push the innovation, not some fun technology, UNLESS a technical capability changes the landscape and encourages a new process innovation.