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Why we picked it Christensen explains why capable incumbents rationally ignore small, unproven, low margin new markets, which is exactly the window a new entrant can exploit. It is the theory beneath entering while the market is still forming and the incumbents have not turned to look yet. Dense but foundational for understanding why early can beat obvious.
The Innovator's Dilemma
From Harvard Business Review Press / Amazon by Clayton M. Christensen 288 pages
- Incumbents ignore small new markets because the numbers look unattractive.
- That blind spot is the opening a new entrant can walk through.
- Disruptive products start worse on old metrics but better on new ones.
