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Chapter from: "Innovator's Guide to Growth: Putting Disruptive Innovation to Work"
Published by: Harvard Business Publishing
Published in: 2008

Abstract

Finding ways to connect with non-consumers is one of the best methods for internal innovators to position disruption as an opportunity instead of a threat. This chapter describes how to identify specific constraints on consumption, and how to begin conceptualizing ideas to reach nonconsumers. This chapter is excerpted from ‘Innovator's Guide to Growth: Putting Disruptive Innovation to Work'.

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Abstract

Finding ways to connect with non-consumers is one of the best methods for internal innovators to position disruption as an opportunity instead of a threat. This chapter describes how to identify specific constraints on consumption, and how to begin conceptualizing ideas to reach nonconsumers. This chapter is excerpted from ‘Innovator's Guide to Growth: Putting Disruptive Innovation to Work'.

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