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 com...
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