It's easier to tell the difference between two bags of flour that are three
ounces apart in weight when one weighs a pound, than it is to tell the
difference between two bags that are three ounces apart when one weighs twenty
pounds.
It's easier to tell the difference between two flashlights that are 6 lumens
apart when one is just 2 lumens bright than it is to tell them apart when one is
200 lumens.
The more stimulus you're getting (light, sound, pressure, delight, sadness)
the less easily you can notice a small change. That seems obvious, but it's
worth saying.
If you're entering a market filled with loudness, it's harder to be noticed,
even if the incremental benefit you offer seems large to you. If you're trying
to delight existing customers, the more delighted they already are, the more new
delight you need to offer to turn heads.
One more reason to seek out those that are both interested and
underserved.
Seth Godin
PS When you create something different everybody notices. When you want to change/improve something it's better to be a big change, incremental moves nobody notices.
