Customer Focus Trap
Disruption arrives through the back door, warns Clayton Christensen. It starts cheap, simple, and in markets the giants ignore. The fatal flaw? Leading companies excel at listening to their best customers - who initially neither want nor can use disruptive products. "By and large," Christensen explains, "a disruptive technology is initially embraced by the least profitable customers in a market." This perfect attention to current customers becomes the very thing that blinds companies to tomorrow's transformative technologies.