This is awesome ! --> Get used to it --> Repeat

Marketers can learn a ton from this stick figure chart. It’s the “hedonic treadmill” in action — that human tendency to quickly get used to new stuff. First, we’re thrilled. Then, we normalize it.

Marketing analysis

Every product launch, campaign, or feature drop triggers that same “This is awesome!” spike. Then comes the plateau. Smart brands plan for both — the thrill and the follow-up to keep that excitement cycling.

Why it works

• Humans crave novelty — so deliver fresh experiences often.
• Surprise reignites attention and emotion.
• Loyalty comes from continuous delight, not one-time wow.
• Ongoing storytelling keeps “awesome” moments alive.

Examples

• Apple drops new color iPhones yearly to re-spark old models.
• Starbucks rotates seasonal drinks to reset excitement.
• Fortnite adds new maps weekly to keep players hooked.
• Peloton releases new instructors to revive user motivation.
• Tesla’s software updates make old cars feel new again.