The roman poet Ovid once said “we are always striving for things forbidden and covet those denied us”. In their most famous song the Rolling Stones are singing “we can’t get no satisfaction”. With a difference of two thousand years, both Ovid and the Rolling Stones are expressing in two very different ways the same natural propensity we all have to be always dissatisfied.

The Slingshot Framework shows that while there is no such thing as a perfectly and continuously satisfied consumer, there is such a thing as an infatuated consumer. It means that companies have a golden platform to continuously innovate which allows them to keep their customers infatuated: the best way to drive markets and achieve continuous relevance.