The new product has to better. Better than anything we’ve yet done or conceived. This is in order to compete on two fronts.
1.) To compete within the already saturated literary/publishing scene.
2.) To compete within the hypercompetitive, extremely noisy general culture.
The new product will need to look and sound radically different, Xtremely different, from all else considered remotely literary. If it doesn’t give upon first encounter the Shock of the New, then it’s not exciting enough. We need to reach high in order to achieve high.