Reinvention: It’s Counterintuitive–Don’t Focus on Your Best Customers

Disruptive innovation always comes in at the fringes.  In this article by Bill George, former CEO of Medtronics we learn that innovating for our best customers leads to increasingly complex products.  This is something I have continually warned about as we are overserving a shrinking part of our market and underserving the rest.

Christensen and Bower’s article offered the counterintuitive notion that great companies fail for the same reasons they initially experience success. They listen to their best customers — something we did religiously at Medtronic — making increasingly complex products to meet those customers’ most sophisticated needs. This process leaves companies vulnerable to competitors…More at The Idea That Led to 10 Years of Double-Digit Growth – Bill George