customers more and better versions of what they say they want. This is a valued capability for handling sustaining innovation, but it will not serve the purpose when handling disruptive technologies. If, as most successful companies try to do, a company stretches or forces a disruptive technology to fit the needs of current,
mainstream customers-as we saw happen in the disk drive, excavator, and electric vehicle industries-it is almost sure to fail. Historically, the more successful approach has been to find a new market that values the current characteristics of the disruptive technology.
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