The article discusses the challenge of continuous technology innovation in relation to customer expectations. When a product effectively addresses a problem, users quickly take its success for granted, leading developers to face the pressure of innovation anew. This cycle is likened to the myth of Sisyphus, where achieving a breakthrough means it quickly becomes an expected standard, thus resetting the innovation process and pushing developers back to square one as they strive for the next enhancement.
When a product truly solves a customer problem, users very quickly stop noticing it at all. They simply expect it to work.
This can make driving technology innovation feel Sisyphean: As soon as developers have pushed that groundbreaking new capability up the hill, their work becomes the standard.
Today's breakthrough is tomorrow's baseline. And suddenly, they're rolling right back to the bottom to start again.
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