I understand this analysis as a heuristic and not rules to follow by the letter. Disruptive innovation can invalidate the analysis. For instance, I suspect su

I understand this analysis as a heuristic and not rules to follow by the letter. Disruptive innovation can invalidate the analysis. For instance, I suspect such type of analysis would have classified web search as a no go domain when Sergey Brin and Larry Page started working on the google web search algorithm. There were plenty search engines provided by the big players at the time. The added value (or problem solving) criteria is a much better heuristic to determine where to go or not.