You should look for markets where a reconfiguration of leading technology could serve a new market that existing leaders in the space are unable to service due to structural necessities in their own established business models.
Trying to compete against incumbents by improving what they are already making progress on (sustaining innovations) is nearly impossible because they've set themselves up to be leaders in incremental innovation already.
Disruptive markets are so because they emerge at profit margins and market sizes much too small for large existing organizations to justify servicing, and also the new products do not meet the requirements of the established customer-base. Eventually, there is a chance that the disruptive technology will intersect with mainstream customer requirements and this is where customers begin to see the 10x benefits you're looking into, much further down the road.
You should look for markets where a reconfiguration of leading technology could serve a new market that existing leaders in the space are unable to service due to structural necessities in their own established business models.
Trying to compete against incumbents by improving what they are already making progress on (sustaining innovations) is nearly impossible because they've set themselves up to be leaders in incremental innovation already.
Disruptive markets are so because they emerge at profit margins and market sizes much too small for large existing organizations to justify servicing, and also the new products do not meet the requirements of the established customer-base. Eventually, there is a chance that the disruptive technology will intersect with mainstream customer requirements and this is where customers begin to see the 10x benefits you're looking into, much further down the road.