Don't Introduce Discontinuity
Stick with the old product architecture
The Don't Introduce Discontinuity framework emphasizes the importance of sticking with the old product architecture during a tornado. This involves maintaining backward compatibility with the installed base and avoiding discontinuous innovation.
- Stick with the old product architecture during a tornado
- Maintain backward compatibility with the installed base
- Avoid discontinuous innovation
- Maintain Backward CompatibilityMaintain backward compatibility with the installed base to avoid introducing discontinuity. This involves ensuring that new products are compatible with existing products and services.Pro tipFocus on maintaining backward compatibility to avoid introducing discontinuity.WarningBe careful not to introduce discontinuity, as this can lead to failure.
WordStar
WordStar's introduction of a new product with an incompatible file format is an example of introducing discontinuity. This led to failure, as customers were forced to confront a new adoption life cycle.
OutcomeWordStar's introduction of a new product with an incompatible file format was a failure, resulting in the loss of market share.
Introducing Discontinuity
Introducing discontinuity can lead to failure, as it can disrupt the installed base and create confusion among customers.
The concept of not introducing discontinuity was first introduced by Geoffrey A. Moore in his book 'Inside the Tornado'. Moore argues that companies should stick with the old product architecture during a tornado, as introducing discontinuity can lead to failure.
Source · BOOK
Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge