If you want to beat the industry leaders, you shouldn't try to outperform them in an established market, but "disrupt" them by creating a situation where they want to flee from you.
And if you want to create a new growth business, you should start by competing against nonconsumption, by offering products and services so simple and affordable that people who lacked access to them will be delighted to use them, even they may be low-quality at first.
This is the growth-creation advice to Japan offered by Harvard Business School professor Clayton Christensen, who discussed "disruptive technology" at Keidanren Kaikan on Sept. 2 in a seminar organized by the Keizai Koho Center.