Why Better Isn’t Always Better: Noriaki Kano’s Theory of Satisfaction

Podcast: Deep Thoughts · Deep Thoughts

Opublikowano: 2026-09-25

Why does a feature that once amazed us eventually become something we simply expect?Noriaki Kano’s Kano Model offers a fascinating explanation. In his work on Attractive Quality and Must-Be Quality, Kano showed that not all product and service attributes influence satisfaction in the same way. Some are basic expectations. Some generate satisfaction as performance improves. And some create delight precisely because we never expected them.But the most interesting part is what happens next: today’s innovation can become tomorrow’s expectation.In this episode, we explore the Kano Model and connect it to customer experience, innovation, product strate...