A don't think many companies have a strong sense of what is "better" in the modern age. A better car may have access to far better servicing or be easier to buy online, not be faster. A better printer may be far easier to set up, not one with more capacity. A better TV may hang more tightly against a wall, or have a more intuitive menu, not have greater resolution. A better airline may have an app that allows you to change flights in seconds, not have free drinks. A better train service may be slower, but have better wifi. A better retailer may have less but better stuff for sale and more accurate sizing. A better payments layer may just be faster to use, not offer you points. A better airport hotel may have an app that shows where the shuttle bus is. All companies focus on themselves and what they have excelled at making. They seem entirely oblivious to consumers and their changed expectations and priorities. Product design , and even marketing propositions seem lazily based on what we assume to matter, but increasingly doesn't. We keep assuming it's a race to cheaper, more, faster, bigger.........often it's easier, more delightful, less choiceful etc etc …see more