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104. The Innovator's Dilemma: A Conversation with Matt Christensen

The Disruptive Voice

CHAPTER

The Third Element of the Failure Framework

Entrepreneurs often say they came up with the idea of their business in the shower. But as you really do the research, what you usually will find is that somebody at an incumbent company in that industry already had this idea and concluded it doesn't work. And that's not a bad thing. In fact, it's in a lot of ways reassuring because you very much want to feel that the incumbents in the industry are not going to be interested in a young startup that you're backing. So having a company that doesn't have a model that works with the existing incumbents, that seems like a niche, that seems unattractive, that targets customers who nobody wants,. all those things

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