When “Scratch Your Own Itch” Is Dangerous Advice for Entrepreneurs
Harvard Business Review
MAY 19, 2014
Clayton Christensen first documented this phenomenon in his study of the disk drive industry , and found that new companies targeting existing customers succeeded 6% of the time, while new companies that targeted non-consumers succeeded 37% of the time. Disruptive innovation Entrepreneurship' Oculus, of course, was wildly successful.
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