There are plenty of products worth owning but only a very few worth buying and even fewer worth switching.
If you have something in your home that works you don’t have an itch to replace it – in fact, you probably never think about it because it works. When the opposite is true you’re on the hunt for a replacement solution.
So a product that is so extraordinary that it jumps out at you and makes you replace what you have that is working is rare indeed – and rarer still in an industry like ours that sees little true change in products and methods of reproducing music.
Most of what we see and get the itch to buy happens because what we have is getting tired or has been replaced with a newer technology.
This whole thought process just came to me while speaking to a group of Audiophiles on a recent road trip: the question was asked if we had anything extraordinary coming down the line I could share with the group. Of course I think everything we make is extraordinary but what the person was really asking was “is there anything that is worth me selling what I have and replacing it with what you have?”
That, my friends, is a much tougher proposition for any company.