I’m a fan of Harvard Business School professor and best-selling author Clayton Christensen. Christensen’s research focuses on what he terms “disruptive innovation,” or those innovations that target non-consumption with products that are inferior but “good enough” for consumers who previously had nothing at all. Christensen’s model shows how these inferior products are improved to take market share away from competitors whose products are much more expensive (and profitable), until a line is crossed where suddenly the product that was merely good enough for those who were previously non-consumers is good enough for everyone. The larger competitor goes out of business, after having made what appeared to be all the right decisions based on the information available.