Diminishing law of innovation returns and the problem with "better"

Simply trying to make a product better is not sustainable, as competitors will eventually plateau and progress will become almost impossible to notice from a customer's perspective. The diminishing law of innovation returns suggests that each incremental improvement becomes less and less noticeable to customers. While technological progress may continue, companies must find new ways to innovate or they risk being disrupted by a competitor. Innovation tends to pass through stages from slow progress to rapid progress, then technological maturity and finally a plateau. Companies must look for new types of innovation to push back against the plateau effect or risk being left behind.