The author also highlights the challenges that come with marketing discontinuous innovations, such as lower adoption rates, higher churn, increased support burden, and resistance from investors and critics. To overcome these challenges, the author suggests strategies like defining innovator and early adopter audiences, researching and characterizing problems, marketing the problem before the solution, and investing in user onboarding and support. The author proposes the term "Shift Inventions" to better describe discontinuous innovations, emphasizing the impact on the user rather than the market.
Key takeaways:
- Discontinuous innovation is defined by a shift in customer behavior required for adoption, not just a leap in technology or market.
- Marketing for discontinuous innovations requires a different approach, focusing on the specific problems of the old way and why they can only be resolved by the new product.
- AI products can disrupt markets without necessitating discontinuous behavior changes, but integrating AI often induces unprecedented user behavior shifts.
- The concept of 'Shift Inventions' is proposed to emphasize the impact on the user, rather than the market, in discontinuous innovation.