Reach Beyond Existing Demand
How companies can reach beyond existing demand to create new market spaces. The three tiers of non-customers and provide examples of companies that have successfully reached beyond existing demand.
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"Blue Ocean Strategy" presents a systematic approach to creating new market spaces that can lead to sustained high performance.
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Innovation for addressing a pre-existing demand for a sustained period
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The Two Types of Disruptive Innovation
- New-market disruption: this is where disruptive products compete with non-consumption. They create new markets and reach people who previously weren’t consumers. As their performance improves, they run into some existing markets to disrupt.
- Low-end ...
The Size Of The Market
- Total Addressable Market (TAM): the universe where your product lives
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