Making a product to sell and the need for modernity

A long time ago, I saw a picture showing Focal's marketing rep talking to dealers. He proclaimed the Focal Sopra to be the best speaker ever, or something like that. In the picture he's showing a slide talking about the dimensions across which they weigh a new product, as well as how the sell it.


There were several dimensions which had nothing to do with sound quality, such as aesthetics, cost, etcetera and one of those dimensions has stuck with me ever since: modernity. The perception that a product is cutting edge.


Keep in mind, this is about perception, not function. The idea is that to sell a new speaker I have to convince you, the buyer, that you are buying something that is as up to date as possible. A related marketing dimension would be "novelty." That I have something for sale others do not.


Anyone who has shopped around for gear for more than a week knows what this means. Every quarter there are new products, which claim modernity and novelty. And every year I am struck by how few of these alleged innovations stick with us, or fail to prove themselves as ending all previous designs of the type.


Over the last 20 years, what modern or novel approach have you seen which has truly advanced in the marketplace, or which you think is under or over appreciated?


Best,

E