This phenomenon leads many new-market disruptors to seek new channels to the customer—a topic we address in chapter 4. If the product is disruptive to the established retail or wholesale channels because it doesn’t help those institutions make more money in the way they are structured to make money, they won’t sell it. Consequently, successful disruptive innovators often find that their product must enable a new class of retailers, distributors, or value-added resellers to move up-market and disrupt established channels.
