REAL NEEDS OF PEOPLE already highlighted by non-consuming new Practices
The current Marketing has an action opposite to the original one:
it leads the Customer to buy
a product already defined upstream of the process
(this is the reversal of the Law is turned over of Supply and Demand).
<see Business problems: the difference between original and current marketing>
In disruptive innovation the StartUp recover the Law of S&D going to satisfy real needs of potential Customers.
<see Crowd-driven Innovation/Crowdsourcing >
The difference between the two forms of business is:
● Sustaining Innovation: Companies are managed by Managers who are not in tune with the real needs of people (and therefore they employ marketing to invent purchase reasons of products conceived “in the abstract” – in this dimension there is an absence of the figure of the entrepreneur).
● Disruptive Innovation products are developed by Entrepreneurs who are themselves users of non-consuming new practices; or are in any case in empathic harmony with them.
<see The change of the current goals of the Market >
.
To get to develop products that are able to satisfy people’s real needs, the Customer is integrated into product development.
<see The problems of the current Market strategies: toward a crowd participated Marketing>
<see A new role for Advertising: the need for disruptive innovation of the Model>
