Yermo(https://adv-traveler.com/yermo) I highly recommend that you read these two articles. They are excellent and really highlight some key thinking around product and markets (that are highly relevant): The first is from Wired (my fave mag): The Good Enough Revolution: When Cheap and Simple Is Just Fine (https://adv-traveler.com/motorcycling/links/5299/the-good-enough-revolution--when-cheap-and-simple-is-just-fine-) This is an excellent wiki on Disruptive Innovation: Disruptive innovation - Wikipedia, the free encyclopedia(https://adv-traveler.com/motorcycling/links/5300/disruptive-innovation---wikipedia--the-free-encyclopedia)