If every product was actually better better better the hyperbole would become too much!
- The first step is innovation! An entirely new way of thinking!
- The next step is new and improved. We’re 50% better than our last stuff or our competitor!
- Then the next step of the cycle is cheaper. We’re cheaper than that other guy, buy us!
The ratchet then continues cheaper and cheaper until cycle goes back to a new premium innovation.