When humans have clear axes of values, they tend to prefer to focus and delve into them alone
- For example, once people recognize the value of camera resolution or communication speed, they will pursue higher resolution and higher speed.
- Often ignores whether it really leads to customer value
- Visual field narrowing on axis
As a result, what is along the “axis” is created in the world first, and what is not along the “axis” is relatively delayed.
Customers are not just along the axis.
- Often, if you actually observe it, you’ll find that clients are falling into the troughs of the shaft.
- There is social value in creating something B that covers the “off axis” in these situations.
- This newly created thing B is seen as “inferior” by “those who are narrow-minded on the axis”.
- ‘A, which was there long ago, is better than B, which is made now.’
- This makes the implicit assumption that “when mapped onto axis X and compared in one dimension the A that was there in the past is better than the B that was built now.”
relevance - disruptive innovation - No one is equal to the market.
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