I've been reading Ben Horowitz's book "The Hard Thing About Hard Things" (highly recommended for founders/CEOs). In his book he mentions that innovation that is only 2-3X better than the old way is not good enough to encourage people to switch. He said it needs to be at least 10X better. I think this is an interesting point because if it's true, many marketers and growth hackers may be facing an impossible task. Obviously 10X better is pretty hard to measure, but I'd love people's thoughts on this general principle.
Here's his specific quote " The primary thing that any technology startup must do is build a product that’s at least 10 times better at doing something than the current prevailing way of doing that thing. Two or three times better will not be good enough to get people to switch to the new thing fast enough or in large enough volume to matter. The second thing that any technology startup must do is to take the market. If it’s possible to do something 10X better, it’s also possible that you won’t be the only company to figure that out. Therefore, you must take the market before somebody else does. Very few products are 10X better than the competition, so unseating the new incumbent is much more difficult than unseating the old one."