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Summary: You should stop listening to your customers if there is a new, bigger market of new customers out there who want something different from the customers

Summary: You should stop listening to your customers if there is a new, bigger market of new customers out there who want something different from the customers you already have. This is especially true if your current customers are going to go away and/or change their mind about what they actually want in the near future. Some examples: - Change from 5.25" to 3.5", not wanted by desktop customers, but the new portable market wanted it. Companies that only listened to the desktop market failed, so new entrants (with no existing customers) mostly won. - Change from 3.5" to 2.5", largely conducted by incumbent firms as customers who wanted 3.5" disks also wanted 2.5" disks. As always this is harder to do than say :)

Alex3917 18y ago
"Summary: You should stop listening to your customers if there is a new, bigger market of new customers out there who want something different from the customers you already have." I didn't read this article, but the HBS version had the point that the time to switch over to the new process is when the trajectory of the new process along the original variable puts it above the level that the satisficers want, not above the old process. So in other words you should adopt the new hard drive process when the trajectory puts the storage capacity ahead of what the satisficers want, not ahead of where the storage capacity of the old HD process will be. That is the point where the customers will switch over to the new process for the other benefits it provides. This graph and the paragraph underneath explains it better: http://web.mit.edu/6.933/www/Fall2000/teradyne/clay.html http://web.mit.edu/6.933/www/Fall2000/teradyne/clay.html