4min chapter

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4 Business Ideas That Changed the World: Disruptive Innovation

HBR IdeaCast

CHAPTER

How to Take Advantage of Disruptive Innovation

Keep your cost structure low so you're able to exploit opportunities that are uninteresting to incumbents, too small to remote. Don't go after customers that they value, but rather go after segments that they've dismissed. Felix: One difficulty for entrepreneurs is that it's pretty difficult to distinguish non-consumption that actually has the promise from situations where there's just no interest. For incumbent firms, I think one of the main difficulties is even if you're successful at recognizing potential for disruption.

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