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

by Clayton

In contrast, a theory of growth that is grounded on circumstance-based categories—jobs to be done—would lead RIM not to copy most features in other handheld devices. This is because the real competition comes from newspapers, mobile phones, CNN Airport Network, and plain old boredom. There is exciting growth potential within this job, if RIM can improve its product so that it does the job better than the real competition. It would grow the size of the product category by stealing share from competitors that are outside the category. Furthermore, pursuing this trajectory of improvement would enhance, rather than destroy, RIM’s product differentiation and its consequent ability to sustain profit margins.