The Innovator's Solution: Creating and Sustaining Successful Growth (Creating and Sustainability Successful Growth)

by Clayton

Let’s examine Kodak’s experience when it launched single-use cameras, which were a classic new-market disruption. Because of their inexpensive plastic lenses, the quality of photographs taken with single-use cameras was not as good as the photos taken by good 35mm cameras. As a result, the proposition to launch a single-use camera business encountered vigorous opposition within Kodak’s film division. The corporation finally gave responsibility for the opportunity to a completely different organizational unit, which launched single-use cameras with a purpose brand—the Kodak Fun-saver. This was a product to be hired when customers needed to save memories of fun occasions but had forgotten to bring a camera. The Funsaver camera competed against nonconsumption. Customers whose basis of comparison was to have no photos at all were delighted with the quality of this solution to saving their fun. Creating a purpose brand for a disruptive job differentiated the product, clarified its intended use, delighted the customers, and thereby strengthened the Kodak brand.