When only a fraction of a population is using a product, of course, some of the nonconsumption may simply reflect the fact that there just isn’t a job needing to be done in the lives of those non-consumers. That is why the “jobs question” is a critical early test for a viable new-market disruption. A product that purports to help non-consumers do something that they weren’t already prioritizing in their lives is unlikely to succeed.
