Acerca da disrupção

"a disruptive innovation isn’t synonymous with being better than what currently exists. Nor does it mean something that is cooler or faster or based around a more advanced technology or any new technology at all.
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Rather, a disruptive innovation is one that “transforms a complicated, expensive product into one that is easier to use or is more affordable than the one most readily available,”
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you know an innovation is disruptive when a new population has access to products and services that previously were only affordable for the few or the wealthy.
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But perhaps the biggest misconception surrounding disruption is that the purpose of a disruptive startup is to topple giants. David versus Goliath stories tend to seize the popular imagination, yet if an innovator seeks to slay big corporations, he would be missing the entire point.
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the innovators succeeded because of their relentless focus on satisfying under-appreciated consumer needs, or “jobs-to-be-done.”
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Yet the shortcomings and trade-offs built into disruptive products often work to their own advantage. Sometimes, such a product is so inferior that the existing market doesn’t recognize it as a competitor."

Que potenciais clientes não compram, nem sonham comprar a solução que a sua empresa oferece?
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Será que um sistema de renting, em vez da compra clássica, era suficiente para mudar o panorama?
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BTW, não perder os 4 mitos no final de "Disruption Is Not About Slaying Giants but about Serving New Customers"