Why everything gets worse before it gets better

Argues that marketers are wrong to believe (as they do) that products in their markets are always getting better.

Why Everything Gets Worse Before It Gets Better

Brian MillarBrand Tacticians Ltd

In marketing, the world is always 'new and improved'. Every day, thousands of ads run in every conceivable medium giving us new reasons to buy: the 2005 Miata is completely redesigned; Huggies are now as thin as Calvin Klein boxer shorts; airline seats are flatter, wider, softer than ever before. Since the publication of In Search of Excellence, managers have had 20 years of quality circles, heading ever upwards towards perfection.

It seems like a fairly safe assumption, then, that everything is getting better. But...

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