Broken product promises
I am one of those guys in the front line of innovation curve and I like trying stuff. First within (and sometimes out) of their limits and then think afterwards what was this new product experience.
Me and alike people enjoy throwing our money in new stuff and a hardware company has the difficult task to please us. I am usually very demanding over those stuff. However usually the relationship ends up in love-hatred situation.
Three of my favorite gadgets are my phone, my (smart) watch and my car. All of them involve a lot of sharp innovation which I love and find them irreplaceable by mediocre/alternative ones. However manufactures let me down most of the times. High innovation has a lot of issues that destroy your product experience after the “honey moon”.
My car after 3 years had an issue with its (relatively new in mass production) dual clutch — software got messed up. My phone shuts down after 4 months because of a faulty battery. My watch was advertised as water resistant, it failed to “resist” and the guarantee does not cover it.
Those are the broken product promises. They appear suddenly and nothing’s the same anymore both with the product (and the brand).
From now on I will be quite sure that things same as those above will appear on everything I buy and this will become the norm.
If a company succeeds to keep the product promises while in the innovators hands then they can truly earn and have the reputation of the whole market on the following years.
You “just” need a handful of honest users as a feedback to see that. If you manage to succeed, a bigger piece of market pie is yours. And apart from having great product and testing teams you also need some luck for your product to “survive”… Well, hardware products are a once shot functioning promise.