Great brands are built on dissatisfaction. After all, if you are satisfied with your Revlon makeup or your Nike sneakers or your iPad, why would you buy another one? Satisfied means done, finished, I don’t need any more.
In fact, most great commercial (and non-profit, and political) brands create a cycle of purchase based on ever-greater dissatisfaction with what we have got.
Satisfaction guaranteed (for now) means dissatisfaction guaranteed in the longer term.
Kaizen is our way of life.