BLACKSWANFARMING

Disruption, animated

The Innovator's Dilemma

How good management loses to "worse" products.

Performance customers can useHigh endDemanding. Pays for performance.Low endModest needs. Price-sensitive.Sustaining innovation(Incumbents nearly always win)Pace of product improvementDisruptive innovation(New entrants nearly always win)Not good enough. Yet. Most customers need moreMore focus onhigh-margin top-endToo late!Disruptor is nowgood enough formost customersPerformanceTime
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Clayton Christensen, The Innovator's Dilemma (1997).