Innovators Dilemma book by Clayton says:

First, disruptive products are simpler and cheaper; they generally promise lower margins, not greater profits.

Second, disruptive technologies typically are first commercialized in emerging or insignificant markets.

And third, leading firms’ most profitable customers generally don’t want, and indeed initially can’t use, products based on disruptive technologies.

By and large, a disruptive technology is initially embraced by the least profitable customers in a market.

Hence, most companies with a practiced discipline of listening to their best customers and identifying new products that promise greater profitability and growth are rarely able to build a case for investing in disruptive technologies until it is too late.

Products based on disruptive technologies are typically cheaper, simpler, smaller, and, frequently, more convenient to use.

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