"Innovator's Guide to Growth": Readable, Productive Prescriptions for Disruptive Innovation
by: John Caddell
I didn't really understand Clayton Christensen's "The Innovator's Dilemma" when I read it many years ago. Perhaps like a lot of people employed by large companies, I suffered "innovator's myopia." But after experiencing disruptive products like Skype, Linux and salesforce.com it started to make more sense to me.
Christensen and his followers are still preaching the disruptive innovation gospel, and now, with "The Innovator's Guide to Growth" I am finally getting the picture.
Cheap money, a guaranteed demand, ever rising property prices and lots of cheap overseas labour to do the work –what more could any business want?
Is the media becoming personal? Are we born to be wired? Will brands join the metaverse? These and many other questions are asked by our newest contributor 
Technographics, what a nice word. No idea what it means but it does sound important and something you and I should know about.
How do you market a product that your customers know is bad before they try it, and which they may well dislike if they do? That’s the dilemma faced by makers of boxed wines - even those of high quality that would fare well in a blind tasting.
I’m guessing marketers of products for itch relief, athlete’s foot, and the like already know this… but itching can be stimulated by seeing other people scratch, and even by images of itch-causing creatures like bedbugs. Last month’s Scientific American Mind had a interesting article on the neuroscience of chronic itching. Much of it was no doubt interesting to the 10% of the population who suffers from chronic itching, but the neuromarketing takeaway from the piece was how easy it was to induce subjects to feel itchy themselves without a real cause.
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