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Strategies & Market Trends : Gorilla and King Portfolio Candidates

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To: nosmo_king who wrote (26886)	6/27/2000 10:40:00 AM
From: Mike Buckley	Read Replies (1) of 54805

Am I splitting hairs? My intent is in trying to understand whether the discontinuous innovation must be better,... Nosmo, I think it depends on how you define "better." As Lindy likes to remind us, the product that does anything faster, with greater quality, with greater convenience and reduced cost is the killer product. Most products don't achieve all four categories but some do and those are the ones we want to invest in. When determining if a product is "better," I also believe it's important to break down by sub-sector. Using digital photography as an example, there's no doubt that digital photos are far superior to film-based photos for insurance adjusters and car body shops doing work for the insurance companies. But depending on the requirements of other end users, the digital advantage may not be quite so obvious. When deciding whether or not a product has to be better, I think it's also important to determine how long it's going to be better. Using your example of Polaroid's instant photography, I'd suggest that its competitive advantage period is a lot shorter than that of the airplane. Probably a bad example but you get the point. --Mike Buckley

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