Observations
Customers Don’t Want Innovation. Why Would They? Stability Matters.
Modern business is obsessed with innovation. Companies rush to implement neural networks, blockchain technology, and the metaverse — anything that sounds trendy enough to impress investors. Mention artificial intelligence in a meeting, and you’re considered a success.
But here’s the problem: Most customers don’t care about your innovations. They don’t ask for them, expect them, or want to relearn how to use a product that was already working perfectly for them.
Here’s a provocative question: If innovation is so important, why do customers hate app redesigns, new interfaces, and so-called “revolutionary” changes so much? The answer is simple: convenience and stability matter most to them.
They Don’t Like Change
Businesses like to think that customers are eager for innovation, but people are actually quite conservative. But, in reality, people are conservative. Even if they say they love new things, what they really want is for everything to remain familiar and convenient.
- Most people fear change, even when it’s for the better.
You’ve probably heard stories about office employees sticking with old software even when new, more efficient software is provided. Why? Because “we’re used to it.” People hate having to relearn something that already worked. For example, the moment WhatsApp rearranges its buttons, social media explodes with outrage. - Customers get used to a product and don’t want to relearn how to use it.
You might have designed a brilliant redesign, but if users have to relearn how to use your service, they will simply go to a competitor where everything remains the same. - Frequent innovations can be irritating.
Innovations are like renovating an apartment. Sometimes it’s necessary, but if you do it too often, you start to hate it. Customers want to use the product, not adapt to constantly changing conditions.
Most customers don’t ask for innovation; they demand stability. If companies don’t understand this, they risk losing users who simply won’t bother dealing with their “revolutionary” changes.
When Innovation Gets in the Way
Not all innovations are valuable. Sometimes, companies become so focused on technological progress that they neglect the customer. Here are some situations in which new features actually make things worse.
Adding new features without considering actual needs makes a product less user-friendly. When you open the app, you see a new interface with three new buttons that duplicate old features and a bunch of settings that no one asked for. Although it seems better, nothing makes sense anymore.
Companies love to “revamp” working tools with a “new style.” For example, you log into your online bank to quickly transfer money, and suddenly, the design has changed. The buttons have moved, and essential functions are hidden in extra menus. Instead of a better experience, all you get is frustration.
Sometimes companies adopt technologies just because they’re trendy. For example, they implement chatbots that replace live operators, but the chatbots respond to unusual questions with: “Your request is very important to us.” Or marketplaces that introduce recommendation systems suggesting items you’ve already purchased.
Innovation is not an end in itself. If changes don’t make the product more convenient or understandable, they become a problem.
Why is Stability Important to Customers?
In a world that changes too quickly, stability becomes a valuable asset. Customers don’t mind new technologies, but they want basic functions to remain consistent. It’s comfortable when you visit your favorite website and know exactly where the needed button is. Nobody wants to relearn how to use a service every month just because it’s been changed.
Customers return to places where everything works predictably. If a product undergoes “revolutionary” changes every month, it creates anxiety, not admiration.
Companies that rush into experiments often lose focus. While they try to implement the next “breakthrough” feature, competitors steadily and reliably do their work — and win customers.
Stability is not the absence of growth. Rather, it guarantees predictability for customers. People don’t want to learn a new interface or workflow every time; they want to use what has already been shown to be effective.
How to Implement Innovation Without Scaring Away Customers
When introduced thoughtfully, innovation can be valuable. Customers don’t mind new features, but they don’t want to feel like guinea pigs in your experiments.
Evolution, not revolution.
Sudden changes are frightening, but gradual changes are perceived as improvements. When updating a product, do so logically, without radically changing familiar processes. For example, initially leave the old interface with an option to switch to the new one and then gradually transition all users.
Address real customer needs, not hype.
Technology for the sake of technology doesn’t work. Introduce innovations only if they enhance the product. Customers don’t want a “smart” refrigerator that shows ads when they open the door, but they will appreciate a feature that automatically orders groceries.
Minimize the complexity of new solutions.
If customers have to read a manual to understand an update, something has gone wrong. Every innovation should be intuitive; otherwise, it becomes an additional barrier.
Good innovations make customers’ lives easier, while bad ones complicate familiar processes. Before launching the next “breakthrough,” ask yourself: Will this make the customer’s life simpler? If the answer isn’t obvious, it’s probably a problem, not an innovation.
Balancing Innovation and Stability
Customers only accept innovations if they simplify life, not complicate it. If changes disrupt familiar processes, customers will become frustrated, not excited. Key points to remember:
- Not everyone wants innovation, but everyone values convenience. Changes should be smooth and logical.
- Trends do not always align with actual needs. Before implementing something new, make sure it is necessary for customers.
- Stability equals trust. If your product is predictable, customers will keep coming back.
Innovations should be subtle and natural. The best changes are those that customers barely notice because they are intuitive. Businesses that strike the right balance between novelty and stability will always be successful.
