There are very few instances of new core needs, there are however ever increasing and new ways of satisfying those core needs. E-mail, SMS text, messenger programs are new ways of satisfying the need to communicate, and have supplanted letters, faxes, telegrams, and public phone boxes as earlier ways to satisfy this communication need, but they haven't created a new need in themselves.
This is a vital conceptandone that is overlooked at some peril. Marketers must be sure that their products will satisfy a need in its most basic sense. Products that fail to offer a sound core benefit are usually failures. Consider the fate of the Sinclair C5, as shown in figure 10. Whilst revolutionary in concept and design, it failed to satisfy some core needs of drivers; a sense of safety, a sense of comfort and little carrying capacity. As a result the product and Sinclair research in turn - failed.