Identifying nonconsumers as a growth opportunity from "summary" of The Innovator's Solution by Clayton Christensen,Michael Raynor
When a company is looking to grow, it needs to seek out opportunities beyond its current customer base. One powerful way to identify new opportunities is to focus on nonconsumers - those who are not currently using the product or service. Nonconsumers can represent a significant growth opportunity because they have unmet needs that are not being addressed by existing solutions. By identifying nonconsumers and understanding their needs, companies can develop products or services that specifically target this untapped market. This approach can lead to the creation of new growth trajectories and the expansion of the company's customer base. To effectively identify nonconsumers, companies need to look beyond their current customer demographics and consider those who are not currently using their products for various reasons. This could include people who find the current offerings too expensive, too complex, or not tailored to their specific needs. By understanding the reasons why nonconsumers are not using their products, companies can develop innovative solutions that address these barriers and attract new customers. This can involve creating simpler, more affordable, or more user-friendly products that appeal to a wider audience.- Identifying nonconsumers as a growth opportunity involves looking beyond the existing customer base to find new markets with unmet needs. By focusing on these nonconsumers and developing products or services that address their specific pain points, companies can unlock new growth opportunities and drive innovation within their industry.
