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Why we picked it Shah argues that to make people switch from what they already use, you need a large jump in perceived efficiency, not a marginal one. In a crowded market that is the bar for your wedge: the incumbent may be good enough for most, so your narrow segment has to feel a dramatic gain. Read it to sanity check whether your improvement is big enough to change behavior.
Kunal Shah's Delta 4 Theory of Successful Startups
From SeedToScale (Accel India) by Kunal Shah ~10 min read
- People only switch when the efficiency jump is large, not marginal
- Look for inefficiencies incumbents leave in place, not just problems
- A big enough delta makes the new behavior stick and spread
