Dogs are the first animals domesticated. Dogs today are the result of breeding which started with a gray wolf more than 20,000 years ago in Siberia or Germany. Up until recently dogs still offered hard values by protecting livestock and property, but as they were replaced in these functions, their soft values became more relevant. Today dogs mostly provide soft values.
Dogs are a perfect example how the need for values changed as our living comfort improved. Once our need for hard values is satisfied by multiple competitors, the only way for a products to survive is that it offers new competitive soft values. This change extends the product life cycle.
Many companies would benefit if their product life cycle is extended. Once the product hard values loose their competitiveness because competitors copy it, products need to switch to soft values to regain competitiveness and extend their lifetime. While it might not save the company it can definitely provide time, resources, and a good position to launch new products.
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