In the battle for sustaining innovation, incumbents typically wins.

 In the battle for sustaining innovation, incumbents typically wins.

"An idea that is disruptive to one business may be sustaining to another. 

Given the stark odds that favor the incumbents in the sustaining race but entrants in disruptive ones, we recommend a strict rule: 

If your idea for a product or business appears disruptive to some established companies but might represent a sustaining improvement for others, then you should go back to the drawing board. 

You need to define an opportunity that is disruptive relative to all the established players in the targeted market, or you should not invest in the idea. 

If it is a sustaining innovation relative to the business model of a significant incumbent, you are picking a fight you are very unlikely to win." 

- Clayton Christensen, The Innovator's Solution 

Thank you.

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