You know when a new phone model comes out and makes your current phone seem old? But not just because of the features or because Apple decides to slow it down with a new OS, but also based on how it feels in your hands? Well, that’s commonly known as “perceived obsolescence”.
Of course, this is fueled (and abused) by marketing teams that emphasize the new features or say things like “This is the fastest phone we have ever made” (even though it clearly has to be, it’s the new one). But beyond that, as a human race, we are driven by a constant desire for progress, improvement, and innovation. The perception of obsolescence plays a key role in keeping us motivated to innovate and push boundaries.
"Innovation distinguishes between a leader and a follower." - Steve Jobs
Going into the digital world, every new tech advancement speeds up this effect:
No-Code empowers individuals with limited or no coding knowledge to create functional applications, websites, or digital solutions. This access to a new way of building has expanded the pool of creators and lowered the barrier to entry for developing digital products. Even template marketplaces have raised the bar!
AI, particularly in the generative AI side, has made significant contributions in pushing the boundaries of quality and creativity. In case you are unfamiliar, generative AI refers to AI models and algorithms that can create new content or designs, such as images, artwork, or even UI designs. For example, Midjourney is creating images that only the best artists, illustrators, and 3D designers in the industry would even be able to dream of. And you can even generate Websites and UI designs that a few years (or even months) ago were top quality.
These technologies are pushing companies to up their game. Having brands and websites that look OK is already perceived as old and outdated, and it will get worse, directly affecting brand positioning, engagement, and conversion. A great brand and website are already the bottom line.
If your website is looking any closer to this, your company is going to be beginning to be perceived as outdated, boring, and standard. Today, you need to tap into creating emotional connections with your brand, going beyond listing features and offering what would be perceived as innovation, and not being perceived as obsolete.
In other words, you need to start leading the innovation game for real, instead of pretending to lead by using more trendy buzzwords.