Disruption theory has taught us that the greatest danger facing a company is making a product better than it needs to be. There are numerous incentives for making products better but few incentives to re-directing improvements away from the prevailing basis of competition.
This danger is more acute for technology companies. Coupling incentives with the speed of improvement in various technologies (aka Moore’s law) means that over-service can come suddenly and more quickly than warnings from the marketplace. A product can tip from under- to over-shooting the market within one product cycle. One year the product is under-performing and trying to catch up to the competition and the next it’s superfluous and commoditized. The dilemma is compounded by the cycle time of development which can span multiple product cycles.
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