A Smart Bear · Jason Cohen
articleprincipleNot disruptive, and proud of it
30 June 2024Profit
Source excerpt
About A Smart BearI remember "disruptive" when it was called a "paradigm shift." You should be worrying more about making something people want to buy, and less about disrupting everything.
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Apollo layer
What a founder can learn
Founder takeaway
Don’t use disruption as the test of a worthwhile startup. Prioritize a clear customer problem and an offering people are willing to pay for, even if the business improves an existing category rather than overturning it.
Why it matters
Chasing novelty can divert scarce time and capital from validating demand. A business can create durable value by solving a real problem better without redefining an industry.
Put it to work
Ask five target customers: “What problem are you actively trying to solve, what do you use today, and what would make an alternative worth paying for?”
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