How disruptive technologies can destroy established markets. That's because, paradoxically, they're good at listening to their customers. The author develops strong evidence that incumbent companies always lead sustaining technology to market but virtually never lead in markets opened by disruptive technologies. They have a different set of needs. They want more storage, even if it makes their machines heavier.
Discontinuous markets start small.
At first, they aren't cash cows. More importantly, their initial customers don't share key values of established market customers. The first laptop users expected less storage at higher cost in exchange for portability. How disruptive technologies become dangerous At every budget cycle, companies must decide where to allocate resources. New, disruptive technologies become dangerous when their performance expands into the value matrix occupied by the old market.