The Innovation Show

We covered the Innovator’s Dilemma with Matthew Christensen in the first part of this series, but we did not cover Chapter 7 of the Innovator’s Dilemma,that chapter Is entitled “Discovering New and Emerging Markets” It opens as follows: “Markets that do not exist cannot be analyzed: Suppliers and customers must discover them together. Not only are the market applications for disruptive technologies unknown at the time of their development, they are unknowable. The strategies and plans that managers formulate for confronting disruptive technological change, therefore, should be plans for learning and discovery rather than plans for execution. This is a crucial point to understand because managers who believe they know a market’s future will plan and invest very differently from those who recognize the uncertainties of a developing market.” You may know those to be the words of Clayton Christensen, but what you may not know is that this concept of discovery-driven growth stems from the work of a very special fr