Some say that a new product should be very disruptive. But How Disruptive Should Your Product Be? Most VCs and executives will not invest in products that are so disruptive that major changes in the way of doing business are required (of the ultimate end user; or of intermediaries).
How Disruptive Is Your Product?
The idea is to create some disruption; but not too much. Unfortunately, there is no easy way to achieve consensus on how much disruption is appropriate.
As an example of the complexity of perceptions that are involved, a few years before Skype launched, a somewhat similar offering was launched. It failed. One of its investors later said “Being early is the same as being wrong”. So, some would say that the failed offering was too disruptive. Others would say it was launched before its window of opportunity was open. Others would say that the changes in the way of doing business required of the user were perceived as being too large in comparison to the perceived benefits. A few years later they were perceived differently.
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