Creating New Markets: The Importance of Non-Customers

Many managers struggle to successfully break out of red ocean competition and create new markets./nManagers often apply their existing mental models from competing in existing industries to their efforts to create new markets, resulting in failure./nCreating new markets requires talking to non-customers and understanding their needs and desires./nSony's approach to e-readers focused on improving the device for existing early adopters, while Kindle focused on addressing the lack of titles and ease of downloading for non-customers./nKindle's focus on non-customers and addressing their needs helped it become the industry standard and significantly increase the number of e-readers.