Disruption by Design: How to Create Products that Disrupt and then Dominate Markets

Introduction

Entrepreneurs are simply those who understand that there is little difference between obstacle and opportunity, and are able to turn both to their advantage.

—Victor Kiam

There are four necessary and sufficient conditions that must be present for disruptive innovation to occur:

• An addressable market scarcity (see Chapter 1)
• A unique solution to key jobs customers need to be done that mitigates the scarcity (Chapter 4)
• When compared to possible alternatives for accomplishing the job, the price-to-value ratio is significantly lower than any other solution, often by a factor of two or more (Chapter 7)
• Execution (Chapters 4 through 10)

The causal connection of these four levers to the pattern of disruptive innovation is one of the ...