2min chapter

The Disruptive Voice cover image

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

The Disruptive Voice

CHAPTER

Finding Non-Consumers for Beta Products

There's a segment of the marketplace that something is better than nothing. And I think critically in that cohort, people whose alternative is nothing are the very best possible customers for a beta product. Non-consumers actually are a lot more forgiving than connoisseurs in an industry who have lots of options.

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