the scale for the satisfaction axis is defined by the solutions that exist in the market—more specifically, by the “high water mark” of current solutions. When better solutions that deliver more customer value come out, the upper value on the right side of the scale gets redefined, shifting everything to the left. In contrast, the importance axis is more stable. The customer need to listen to music on the go was a constant throughout the four waves of new technical solutions across over 50 years.
