Disruptive Thinkers Change Everything - 0 views
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Neil Movold on 30 Nov 11When competition can develop better products, better delivery, better marketing and stronger customer relations at lower cost you lose, they win. Competitors like these are not competitors you already know they are those you don't know yet. However they are coming and they will run you over and take your market share at the click of a mouse. Look at Apple, Groupon or Foursquare. All have launched game-changing products-not by being first to market, but by rethinking the market's needs. They didn't just ask, "How can we make a better product?" They asked, "How can we better serve a need?" Interestingly, the need they addressed was often not being explicitly requested by the consumer. In his book The Innovator's Solution, Harvard Business School Professor Clayton M. Christensen describes this as addressing "non-consumption." By offering a product to a specific part of the market that's not currently buying, you're not competing with an established incumbent but, rather, creating a new market. And, often, you're introducing economics that make it difficult for entrenched competitors in other parts of the market to compete.