The longer something exists the better it must become just to remain current.
As things get better, that becomes the new minimum standard and anything less reduces perceived value.
Cars are a great example of this. Not that long ago electric windows and cupholders were considered a luxury. Now a car without heated seats is slumming it.
As your business matures, what was once tolerable as a startup no longer cuts the mustard as your customers expectations have moved on.
So how much of what you do is stuck in the past and what affect is it having on the business.
A good place to start is any intersection between you and your clients.