The competitive advantage of the Product
is no longer in improving the current types of products,
BUT IN RADICALLY NEW PRODUCTS, “NEW THING°”
[which then enter a market in which them literally find no competition]..
In other words, it is about putting most of the focus not on the product itself, but on the qualities hanging on the product (described in these points).
Above all it is to allow the User to develop New Practices.
A radically new approach to product design is therefore necessary: it must not be the improvement – of performance – of an already existing type of product, but must represent a “New thing°”.
For example, in the case of the electric car it is not a question of improving the “car”, but of conceiving a radically different vehicle.
.
Radical innovation also means:
CREATION OF A NEW SECTOR (REPOSITIONING IN A SECTOR CREATED AD HOC)
Functional innovation for the New Demand° (which requires radically different solutions than the current ones) means not entering an existing Market sector, but being the First Mover in a new sector.
For example, the new electric car must not be an evolution of the automobile, but must represent a more general innovation of Mobility: it is necessary to focus not on the new vehicle itself, but on the mobility services that can be developed with it.
<see Introduction to the Disruptive Innovation: the concept of Innovation [1] >
<see What disruption essentially is >
<see The basic misunderstanding on Real (Disruptive) Innovation >