[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/02\/why-new-doesnt-necessarily-mean-good\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/02\/why-new-doesnt-necessarily-mean-good\/","headline":"Fit for engagement: Why \u2018new\u2019 doesn\u2019t necessarily mean \u2018good\u2019","name":"Fit for engagement: Why \u2018new\u2019 doesn\u2019t necessarily mean \u2018good\u2019","description":"Innovators, tattoo these words on your soul: updating is not the same as adding value","datePublished":"2015-10-02","dateModified":"2021-02-10","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/#Person","name":"Jamie Anderson","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/","identifier":119,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/09\/FOC_2015-09-24_A_HERO.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/09\/FOC_2015-09-24_A_HERO.jpg","height":370,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/02\/why-new-doesnt-necessarily-mean-good\/","video":[null,null,{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI","name":"DollarShaveClub.com - Our Blades Are F***ing Great","description":"Dollar Shave Club delivers amazing razors and grooming products for just a few bucks. Try the Club \u2192 http:\/\/dlrshv.es\/b3FELr\n\nArtist: Kennedy\nSong: Karate\nhttp:\/\/www.kennedykarate.com\n\nWritten By:  Michael Dubin\nDirected By: Lucia Aniello\nhttp:\/\/www.pauliluproductions.com","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/ZUG9qYTJMsI\/default.jpg","https:\/\/i.ytimg.com\/vi\/ZUG9qYTJMsI\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/ZUG9qYTJMsI\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/ZUG9qYTJMsI\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/ZUG9qYTJMsI\/maxresdefault.jpg"],"uploadDate":"2012-03-06T14:50:01+00:00","duration":"PT1M34S","embedUrl":"https:\/\/www.youtube.com\/embed\/ZUG9qYTJMsI","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCLhWeWGlaxqJBKQdtbICiLQ#Organization","url":"https:\/\/www.youtube.com\/channel\/UCLhWeWGlaxqJBKQdtbICiLQ","name":"Dollar Shave Club","description":"We make quality razors at an affordable price. No subscription needed + now at a store near you.\nWelcome to the Club.","logo":{"url":"https:\/\/yt3.ggpht.com\/833SxRId5Fn9TGsrb0W2YX0EktTziLPVjjgvRdBVw2sXK9Wf5WVSXbKr6mHKBFikdUanky5jDA=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":28803902}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":157789}]}],"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]}],"wordCount":546,"keywords":["CRM | Customer Relationship Management","Customer Engagement","Marketing"],"articleBody":"As any fan of Moore\u2019s law knows, the jackboots of technology have been gathering pace for some time. New services, devices and gadgets are launched almost daily. Every self-respecting tech company worth their salt now live-streams their AGM, as CEOs festooned with boom mics bound on stage to give exciting first-glimpses at their latest products.But when everything you do has a fanfare, do the trumpets not lose a bit of their appeal? How do you celebrate something you\u2019re really proud of? Talk about the new generation of smart consumers got me thinking about how my own generation sees things.We\u2019re no strangers to messaging \u2013 we\u2019ve all grown up surrounded by advertising – constantly bombarded by companies vying for attention. It seems that in the tech world at least, many of them also use software updates to reinforce the fact that they are looking after us, that they deserve our loyalty as they tirelessly innovate to improve our lives.Innovators, tattoo these words on your soul: updating is not the same as adding value.Why then has my Apple Watch been in a drawer for\u2026well, pretty much since I got it? I tried it, but to be honest I\u2019m just not sure if I need one. It\u2019s not a real Class A invention as it wasn\u2019t a market leader, and it doesn\u2019t seem to add anything material to my life. There\u2019s no phone tech or FaceTime embedded in it \u2013 I\u2019m not freed from having to carry my phone if I want to go for a run and listen to music or make a few calls on the go. It\u2019s a very expensive fashion accessory.The whole thing smacks of The Emperor\u2019s New Clothes, and the marketing fails because it\u2019s too obviously a satellite device for the iPhone with a funky bracelet, and not a masterpiece of timekeeping, designed by world-leading horologists. Would Steve Jobs would have let it out as is, without a phone function built in? You tell me.Google Glass was a complete non-starter too – though it was an interesting concept and at least intriguing to play with. What I struggled with is quite why, as someone who no longer needs to wear glasses, I would choose to go back to wearing frames. That said, something tells me that with Google Glass at least, the technology will have plenty of further applications.Of course I fully appreciate that companies have to innovate or risk stasis, but it needs to be guided. Look at male grooming and razors \u2013 Gillette and Wilkinson-Sword adding more and more blades, and now challenged by newcomer DollarShaveClub\u2019s ballsy approach.Ultimately, if you\u2019re going to provide any service, whether it be razor blades or world class marketing and commerce tools, the onus is on you to make sure that what you are offering will both add value and be a pleasure to use. If it doesn\u2019t do those two things at the very least, then perhaps you should consider going back to the drawing board.  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"10","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/10\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"02","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/10\/\/02\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Fit for engagement: Why \u2018new\u2019 doesn\u2019t necessarily mean \u2018good\u2019","item":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/02\/why-new-doesnt-necessarily-mean-good\/#breadcrumbitem"}]}]