Need help with Management-Loss avoidance goals

On the statement, “Loss-avoidance goals are usually tighter for incremental innovations where the margin to redefine a project is smaller. Radical innovations, because of their inherent uncertainty and the larger payoffs if successful, have more slack in their loss-avoidance goals.” Provide an example of loss-avoidance goals in a company? Looking for an answer in about 125 or so words please