We’re really trying to get this sorted out. As you mentioned, I wonder if we’re trying to squish together too many things.
Perhaps it’s work separating things out a bit. E.g.,:
- How/why markets grow vs renew (inventing the car vs faster horse)
- When innovators introduce an opportunity for customers to evolve. How/why does this work? How / why doesn’t this work?
- Designing for circumstances as they are vs changing the circumstances. [going back to renew (better blackberry ) vs evolve markets (introducing iPhone)]