From radios to electric vehicles, targeting “nonconsumers” pays off
The Christensen Institute
NOVEMBER 8, 2018
Too often, companies focus on grabbing market share away from competitors, rather than searching for untapped demand. Nonconsumers are a fertile market for Disruptive Innovations to take root, as Sony proved in the 1950s, and low-speed electric vehicle (LSEV) makers are showing today.