Disruption

Baseline that in every market Trajectory of improvement that everyone can use..

Different trajectory of improvement innovating companies provide as they introduce better and better products. However, the trajectory of improvement is almost always faster than the ability of customers to use the improvement.

Faster chips / could higher prices … overshot customers .. incremental or breakthru ..

Sustaining
vs
Distruptive .. disruptive product wasnt as good but more affordable, simpler and easier to use . Taking root in undemanding appl. in bottom of the market and improve.  Almost invariablly .. entrant company came in and killed to leaders when a disruptive innovation occurs.

Dell .. killed Digital, Intel .. with simple, cheap PC unseating mainframes/mini comps.