Disruptive technologies initially cater to customers with lower performance expectations from "summary" of The Innovator's Dilemma by Clayton Christensen
In a disruptive innovation, a new technology initially appeals to customers who are not well-served by existing products. These customers typically have lower performance expectations than mainstream customers. This allows the disruptive technology to gain a foothold in the market without directly competing with established products. One reason why disruptive technologies are initially adopted by customers with lower performance expectations is that these customers are often overlooked or underserved by incumbent firms. Mainstream customers tend to have higher performance requirements and are already satisfied with existing products. As a result, they are less likely to switch to a new technology that may not meet their needs. Disruptive technologies often start out with simpler, more user-friendly designs than existing products. This simplicity appeals to customers who value ease of use over advanced features. By focusing on simplicity and ease of use, disruptive technologies can attract a loyal customer base that values these qualities. Over time, disruptive technologies improve in performance and quality, eventually reaching the level where they can compete with established products. By this point, the disruptive technology has already gained a strong foothold in the market and established a loyal customer base. This allows it to challenge incumbent firms and disrupt the industry.- The concept that disruptive technologies initially cater to customers with lower performance expectations is a key insight from "The Innovator's Dilemma." By targeting underserved customers with simpler, user-friendly designs, disruptive technologies can gain a foothold in the market and eventually disrupt established firms.
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