From: Seth Godin's Blog
Seth's Blog: Overstimulated
Time to pay attention to the Weber-Fechner Law.
It's easier to tell the difference between two bags of flour that are three ounces apart in weight when one weighs a pound, than it is to tell the difference between two bags that are three ounces apart when one weighs twenty pounds.
It's easier to tell the difference between two flashlights that are 6 lumens apart when one is just 2 lumens bright than it is to tell them apart when one is 200 lumens.
The more stimulus you're getting (light, sound, pressure, delight, sadness) the less easily you can notice a small change. That seems obvious, but it's worth saying.
If you're entering a market filled with loudness, it's harder to be noticed, even if the incremental benefit you offer seems large to you. If you're trying to delight existing customers, the more delighted they already are, the more new delight you need to offer to turn heads.
One more reason to seek out those that are both interested and underserved.