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Sidestep and Twist by James Gardner

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WHEN TO SIDESTEP?

To start, it is useful to revisit the sidestep. Sidesteps are about making choices that offer a variation of an existing price/performance curve so the product can attract new customers in an existing market, or moving the entire price/performance curve to an aligned market.

To decide on the best strategy, one examines the future prospects of a product in terms of its price/performance curve over time. Now, the normal trajectory is for price/performance of a breakthrough to improve as a result of multiple sidesteps.

At the beginning, this tends to be dramatic because incremental improvements arrive in quick succession. In Figure 6.1 (opposite), you’ll see this at point A, which is the point where a breakthrough is introduced ...

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