Illustration by Ray Dak Lam
Summary.
When a product truly solves a customer problem, users very quickly stop noticing it at all. They simply expect it to work. That can make driving technology innovation feel Sisyphean: As soon as developers have pushed that groundbreaking new capability up the hill and achieved widespread adoption, 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.