Clayton Christensen's 1997 blueprint on how small startups dethrone massive tech giants.

Part—2

View previous episode in PART 1

Two Paths:

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Two Paths:

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starts worse.

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Simpler. Cheaper. Poorer performance. Fringe customers.

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Not good enough

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Continue chasing

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The one that

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Overserve the top tier.

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Disruptors start where

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Largely ignored.

[{"selector":"#anim-c32b7014-60a9-44ed-bacf-856870fa5de9","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8dfd8f7f-e270-4cd2-a247-23c26db80d3b","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d6169bd7-cb78-4e3e-bfd4-cabf149d5f3c","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aa0ca629-e79e-4d3c-b90c-a8bc9dee1cf7","keyframes":{"opacity":[0,1]},"delay":2250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d64a1aaf-f969-4dfc-a520-47d9c0b2ee49","keyframes":{"opacity":[0,1]},"delay":2250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fb2b426f-5e92-40ac-8806-0363830795bd","keyframes":{"opacity":[0,1]},"delay":800,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-9a963779-61cb-45bd-9889-52c8467586ae","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":800,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-02d6205e-673a-4bb4-b56f-7a2951dd6891","keyframes":{"opacity":[0,1]},"delay":750,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-bd2792ca-76dc-4270-9b5f-5b96e25512ff","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":750,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-d8bce23a-cdb7-43af-87cf-532c9b4643b7","keyframes":{"opacity":[0,1]},"delay":650,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-4bf5d7e4-0345-413f-9034-d61c73e6529a","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":650,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-b2976a8d-8365-4e21-a28f-80735ca7bf8d","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e36050cb-12f8-4f54-9e0b-0f64401b65f6","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c19fd18f-0451-45df-9551-74913484f066","keyframes":{"opacity":[0,1]},"delay":600,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-6071d8e4-3d1d-4ecf-a0c4-c68c9c93c20e","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":600,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-581facfb-8c77-4e0c-ba26-eedaff2a2f29","keyframes":{"opacity":[0,1]},"delay":550,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-d4813a13-fe52-48b6-80d5-9a92b6fcc5fe","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":550,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-463a8d7a-af1e-405d-aba5-9b16fd997ab0","keyframes":{"opacity":[0,1]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-3f56d573-9591-4f60-8a3b-039152670e24","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

How disruptors steal the core.

[{"selector":"#anim-32500fe0-53a5-4e10-ab2a-4eb5712fc3bb","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-20bac49d-cf65-4490-ad5b-2e683acbf107","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-91fb2c62-376f-43e0-af46-a169175fdfc5","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-47e53635-acb3-4ee0-a183-f7932341f5dd","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-887cdbd1-9df5-4b2a-9238-a9658996c4c4","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-95810471-c214-42c5-b657-61943806bf2d","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Month-on-Month.

[{"selector":"#anim-717ef46a-a0e7-4651-8803-4aa6ff35a67c","keyframes":{"opacity":[0,1]},"delay":2550,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6167def6-6320-4eee-a9fa-7c6ae0146462","keyframes":{"transform":["translate3d(0px, 131.05821%, 0)","translate3d(0px, 0px, 0)"]},"delay":2550,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-53f0688d-f766-480b-ad59-7405671b64b9","keyframes":{"opacity":[0,1]},"delay":2500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-51dd2c3e-d447-4506-8919-bfbb373ff9a7","keyframes":{"transform":["translate3d(0px, 127.6111%, 0)","translate3d(0px, 0px, 0)"]},"delay":2500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0ab75fec-51c0-4d72-9c0f-092e0e259908","keyframes":{"opacity":[0,1]},"delay":2500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aa98b683-b8bb-48ec-9b11-07d6763ec042","keyframes":{"transform":["translate3d(0px, 1155.09128%, 0)","translate3d(0px, 0px, 0)"]},"delay":2500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f7b30d5c-2ca9-4c57-8121-15c4df22aad1","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d04f1fca-b556-44f2-8a44-e2693b3d8e83","keyframes":{"opacity":[0,1]},"delay":4250,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-933cea75-5614-467e-a505-5f2ea3045291","keyframes":{"transform":["translate3d(0px, 239.13777%, 0)","translate3d(0px, 0px, 0)"]},"delay":4250,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0deb358b-8065-47dd-b685-3aea897c42d3","keyframes":{"opacity":[0,1]},"delay":3000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-775b5e0f-ec49-4374-abbd-2a31595a7f19","keyframes":{"transform":["translate3d(0px, 333.16761%, 0)","translate3d(0px, 0px, 0)"]},"delay":3000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-378569f5-65d5-40c2-b4c9-75530daba964","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7b566b8f-c144-4166-aab0-7d0401b0aa61","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c395b6f0-027f-4d24-b472-baefecd6d099 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(25.984727602061863%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}]

Organic growth.

[{"selector":"#anim-90c67cbf-5b0d-495f-b89f-9b197aa30e63","keyframes":{"opacity":[0,1]},"delay":4250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f20ba355-12e8-4ac9-89cf-352393ba2c4e","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6663e687-f794-444c-a87b-faa232ceeda2","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8653365d-e847-4425-b8a7-be64a909a278","keyframes":{"opacity":[0,1]},"delay":4250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-212f635d-cc77-409d-8198-0a910cb10cf8","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fa95c68d-5425-457a-88ce-d6bc0b201352","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3b34ebec-699b-486e-b9ed-0ac2f77438d0","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Squiggly Line

When suddenly one day,

[{"selector":"#anim-a960bf28-b57e-4cfc-950b-bee8d88dfad2","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-011fb785-b677-447c-999e-39f4b96c0913","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3659b66f-8ab0-4b68-a2de-7b00994fd8a3","keyframes":{"transform":["translate3d(153.45455%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-578b22e3-cc0a-4904-b652-5ba73d654c9d","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6783f087-6639-4109-bc8a-c508c1a57015","keyframes":{"transform":["translate3d(-96.36364%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-78cc5b41-1f3a-41e9-a1c0-c786a90fee2c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c2d43f88-c241-4275-9027-4857f00e03e0","keyframes":{"transform":["translate3d(0px, 107.05555%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-229a207b-23f0-4832-8cd3-4d9d8c8b9f9f","keyframes":{"transform":["translate3d(-100%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f8232add-1e67-4eb6-8849-5fe5422d8012","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3c1e93ab-c60e-4b61-afb2-8ad15bf93b1e","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-ece19c78-3f2b-46d0-9984-87ce17ad3991","keyframes":{"opacity":[0,1]},"delay":3250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-d14ea1f8-094c-46c2-8a25-bc4fcf1758d8","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":3250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-fffc4027-1c43-4b1f-b666-96b65d392a21","keyframes":{"opacity":[0,1]},"delay":3150,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b3a39295-d8c2-41e6-ad47-cbe7cf77ba00","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dcb9397e-9b75-4807-8829-2510bdb7efd2","keyframes":{"opacity":[0,1]},"delay":3250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-3e72a892-b977-4671-ac53-d616eaa73838","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":3250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a1779ea6-9409-440e-a5f2-760d0b196e70","keyframes":{"opacity":[0,1]},"delay":3350,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-27f72d85-2ac4-46fe-a5a3-6c93e8e038c7","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":3350,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-324af8fb-9c01-414d-85fb-12f754ad8515","keyframes":{"opacity":[0,1]},"delay":3400,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-87a13dce-620f-49fb-aa91-c3253574df62","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":3400,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-2e31014b-8268-4f72-a591-f408d4cd2e3c","keyframes":{"opacity":[0,1]},"delay":3300,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-f8803b33-894a-479d-b6b4-151cbae99d29","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":3300,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Curved Dotted Line

acceleration.

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success”

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Continued in Part—3

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Clayton Christensen's 1997 blueprint on how small startups dethrone massive tech giants.

The Innovator's Dilemma — Why Good Management Fails (2/4)

PART 2/4

Part—2

Two Paths:

Same market.

Better products.

(1) Sustaining —

Two Paths:

New market.

Cheaper products.

(2) Disruptive —

starts worse.

starts worse.

Disruptive

Disruptive

Simpler. Cheaper. Poorer performance. Fringe customers.

Fringe customers.

Poorer performance.

Cheaper.

Simpler.

Not good enough

Low margins

Small market

Incumbents ignore it.

Incumbents ignore it.

Continue chasing

sustaining innovation.

The one that

actually pays.

Overserve the top tier.

The safe move.

It feels right.

Disruptors start where

incumbents won't look.

Largely ignored.

Largely ignored.

No margin.

No margin.

Low end.

Low end.

How disruptors steal the core.

The Upward March

Month-on-Month.

BUT consistently

Disruptors improve quietly.

Disruptors improve quietly.

Organic growth.

More value over

more features.

Steady rise.

When suddenly one day,

they reach

the “S-Curve”

the “S-Curve”

acceleration.

rapid

The point of

success”

“overnight

moment

The

of

Continued in Part—3

VIEW PART—3

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