Operating Principle
2–4 min read
Entrants rarely attack head-on. They enter where incumbents cede ground, inferior on traditional metrics but better on simplicity, price, or convenience. Dismissed by existing measures, they climb steadily into the mainstream.
Operating Question
Why It Matters
Disruptive entrants improve on a new dimension until they meet mainstream needs.
Supporting Evidence
Clayton Christensen.
Research Notes
Treat as an operating heuristic and assess the applicable context, limits, and counterarguments.
Practical Actions
List dismissed competitors; identify the dimension they improve; reassess quarterly.
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