Source
The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch — 20VC: Atlassian CEO on Why Agents Won't Replace Interfaces | Why Enterprises Won't Trust Chinese Models | Why The Jury Is Still Out On The Benefits of Specialised Models with Mike Cannon-Brookes (October 12, 2026) ·
at 5:13 ▸ ·
at 42:58 ▸
When this applies
when any team assumes a current product experience will remain competitive without continued reinvestment
The takeaway
Competitive position in experience quality is relative, not absolute — standing still means falling behind as the field's bar rises.
Why it works
User expectations rise continuously as the overall bar for design/UX improves industry-wide, so a static product's relative quality ranking falls even if it never gets objectively worse.
One level up
Sustained leadership in any craft requires continuous reinvestment, because the comparison set that defines 'good' is always moving.
Where it stops holding
This stops working when a market segment has static or very slow-moving expectations (e.g., deeply entrenched legacy workflows where users resist UX change).
Detail
rule: Treat current app quality as a decaying asset relative to the market, not a fixed achievement.
threshold: An app that's 'better than 90% of apps today' can fall to 'better than 20%' in five years if not continually upgraded.
rationale: To upgrade app experiences is really hard — it takes continual R&D and craft work, and few enterprise vendors sustain this over 20 years.
In their words
I always think with a current, you know, say better than 90% of apps out there today, that's easy. But in five years' time, that app will be better than 20%. You know, experience degrades as we have higher and higher standards.