So, although this view may offer a firm some comfort in organizing markets into a convenient statistical classification, the advantages often stop right there. With this perspective, as well, it is difficult to identify new markets and effectively manage innovation. When attempting to identify markets for new or disruptive technologies, it is more effective to approach the subject from the customer's perspective, rather than the company's perspective. For example, a lawnmower is acquired to simplify the process of lawn maintenance. Services like E-Trade simplify the process of buying and selling stocks.
Microprocessors simplify the process of data processing.
All successful products and services can be linked to simplifying the execution of a specific process. Processes such as maintaining lawns, buying and selling stocks and processing data all define well-bounded markets. This process perspective offers two great advantages. First, individuals executing a specific process have similar needs and form a truly homogeneous set of customers. This is rarely true of markets defined around some convenient statistical classification.