This post grapples with some interesting issues, especially conceptual confusion about terminology, and how to classify specific situations. New market or pre-

This post grapples with some interesting issues, especially conceptual confusion about terminology, and how to classify specific situations. New market or pre-existing category: I agree an mp3 player was a pre-existing category - but what about iTunes? It is more like Edison creating a power-station and network along with the light-bulb; or Birdseye establishing freezers in the supermarket, along with actually freezing food. The iPhone is interesting: sure, it's a phone, and sure, smart-phones were a pre-existing category. But the iPhone (a) included new technology (touch-screen) that revolutionized user interaction with phones (does that make it a new category?); (b) it wasn't really a phone, nor really a smart-phone, but a platform for apps - like a PC; (c) the innovation of the appstore, to facilitate that platform. And let us remember that, historically, Apple invented the PC. --- Is a new sub-category (of a pre-existing category) a new market or a pre-existing category? And, more importantly, what difference does it make - i.e. for what tasks is this distinction relevant? (how is it used) Target an existing need (Christensen says customers 'hire' products to do jobs they want to get done): I agree this is a good way to go - but it is much broader than "pre-existing category". Let's be clear though: there's needs that exist that people are aware of (enough to search on), and needs that exist that people aren't consciously aware of. And that's where we truly get into "new": not just a new category, but new need. I agree that new markets are much harder to target, but also much more fun. Andrew, I'd be interested to hear you elaborate on " 'blank-slate' ideas" being superficially innovative, riskier and “first mover advantage” being wildly overrated. Can you give examples? (I don't quite understand what you mean). --- Re: "marketplace" abstract terms: Reminds me of annual report terms like caffeinated beverages and baked confectionery - a cool, elevated god-like view that no-one can relate to. A horseless carriage is a carriage that doesn't go - unless you already know about cars. --- PS: despite all my complaints, I find it a very interesting submission - and I've been playing with the https://adwords.google.com/o/Targeting/Explorer https://adwords.google.com/o/Targeting/Explorer and it's a very revealing and powerful tool.