Satisfaction is cyclical.
There are cycles, moments in any industry, which favour the emergence of a new axis of innovation
In many companies there is a phenomenon of blindness to the race for progres. One have found a theme and they keep improving from innovation to innovation.
When one have found a theme of innovation, a path of innovation, and one have followed this path of progress with continuous improvement for years, there is a moment when industries go too far. This means that the next technical innovation step is far too expensive for a need that is already satisfied. The perception of satisfaction from the market is no longer there
Let’s take audio as an example.
The first stage was “desynchronisation”. Ten years ago, to listen to music, you had to be in front of the musicians
And technology has made it possible to desynchronise, i.e. to record and listen to the music later.
So, for the next twenty years, the industries focused all the new technologies on this desynchronisation
Then a new dimension of innovation emerged: (audio) fidelity. To bring about a pure restitution of what has been recorded.
Then today, a third dimension, which is protability, nomadicity, and which has gradually eclipsed the previous dimensions. The issue witmusic today is no longer so much the high quality but rather the fact of having it everywhere with you.
When consumption evolves, markets evolve and demand evolves too, new dimensions of innovation may emerge and others may die out.
Doing better than before is therefore not always a sign of innovation, rather it is the ability to better understand the changing needs of customers that is fundamental.