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

by Clayton

Demanding customers are those customers who are willing to pay for increases on some dimension of performance—faster speeds, smaller sizes, better reliability, and so on. Less-demanding or undemanding customers are those customers who would rather make a different trade-off, accepting less performance (slower speeds, larger sizes, less reliability, and so on) in exchange for commensurately lower prices. We depict these trajectories as straight lines because empirically, when charted on semi-long graph paper, they in fact are straight, suggesting that our ability to utilize improvement increases at an exponential pace—though a pace that is shallower than the trajectory of technological progress.