Now, at the introduction of any disruptive innovation, the marketing battle initially takes place at the level of the generic product—the thing in the center, the product itself. This is the hero in the battle for the early market. But as marketplaces develop, as we enter the mainstream market, products in the center become more and more alike, and the battle shifts increasingly to the outer circles. To understand how to dominate a mainstream marketplace we need to take a closer look at the significance of what Paul Harvey might once have called the rest of the whole product.
