By entering at the extremes of an important dimension for the customer, and by also featuring an offering strong in a secondary dimension (e.g., low price, effort, or time), these fashion disruptors appeal to a small group of shoppers who care deeply about that dimension. In fact, these shoppers care so much about the dimension that they’ll quickly switch from one of the established players to a startup. After these startups have secured a position as the extreme provider in a certain dimension, they move on to conquer adjacent dimensions.
