Humanity is hooked on to desire to progress. New revolution and technological advancements are the byproducts of our desire to progress.
Our desire to progress is equally powerful as our fight and flight mode actions. We envision a better version of self.
Many products and brands use this in their favor. They won’t tell you about the chemical they are selling but advertise you deserve it.
Myspace was a market leader and then Facebook happened.
Altavista was in the market leader before Google took over.
If we are building some product for a particular market, it will be great to map a desire to progress map for your customers. How will your product help them in becoming better?