if competing for non-consumption and there are others doing this, how do you stand out? If something is infinitely better than nothing for this non-consumers ho

if competing for non-consumption and there are others doing this, how do you stand out? If something is infinitely better than nothing for this non-consumers how do you stand out from the competitors doing the same thing? How to charge a premium without driving each other to the bottom? The message I understood from his lecture video was develop: 1) Something that is infinitely better. My suspicion is that if you are targeting a group that already has very good tools to do the job, your product won't be infinitely better until it does feature "A-Z" like your incumbents. 2) Disrupt by targeting the non-consumption. These group of people have no other alternative to do the job or have technical understanding. Even a crappy product is better than nothing. Target this for disruption. Is this correct? Did I miss anything? http://www.youtube.com/watch?v=RQSG_d0mmf0 http://www.youtube.com/watch?v=RQSG_d0mmf0