When Apple changes a policy and offers a fantastic new benefit to its fans, 2% of them won’t be able to use it or don’t like it for whatever reason. That 2% are angry, and they let the brand know it by badmouthing or writing an angry letter.
Do the math. Every time Apple delights 10,000 people, they hear from 200 angry customers.
If you have fans or good customers, no matter what you do, you’ll annoy or disappoint 2% of them. And you’ll probably hear a lot more from the unhappy 2% than from the delighted 98.
You have two options, writes Seth Godin on his blog: Stop innovating; stagnate. Or go ahead and delight the vast majority.
“Sure, you can try to minimize the cost of change, and you might even get the number to 1 percent,” he says. “But if you try to delight everyone, all the time, you'll just make yourself crazy. Or become boring.”