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Sidestep and Twist by James Gardner

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CONSUMPTION THAT IMPROVES THE PRODUCT

When you move both the price/performance curve and the S-curve at the same time, you’ve built a platform that implements a double twist. A double twist is especially powerful because it has the effect of speeding up adoption and growing the market at the same time.

Till now, the innovation attributes we’ve looked at have had the effect of shifting the economics of an innovation along an existing price/performance curve. Making something more observable, for example, may make it simpler for me to make an adoption decision, but it doesn’t really change the product much.

The next two attributes do have that effect though: they’re both about changing the way a product performs, feature-wise, at particular price ...

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