Continuation of discussion on what takes for a company to shine in a crowded marketplace with the example of a centrifuge company.
The company that makes centrifuges has to change the acceptable practices that better fit its business and model. For example, this centrifuge company realizes that the acceptable practice in the market is to buy the centrifuge and then pay a service contract to maintain the machine. However, it realizes that since that they use brushless motors and electronics that very rarely go bad, they can offer a very simple price that has FREE service contract for 10 years. This changes the business norms in the marketplace and makes several customers happy. The Purchasing departments like it since this means that they will save enormous money in their expense budget year-after-year. There are no additional costs and it also means that the quality is good and researchers will always have a working machine.
This has happened in the industry in several areas and always disrupted the industry for the better. However, the disruption should not be just created for the sake of disruption. For example, just because electronics make it possible to setup a centrifuge by a mobile phone, means that it is worth changing the norm. This has to be justified by the need, utility and making the process or product better in a big leap. Also important to note is a differentiation from feature: Adding a new feature to the centrifuge, say a delayed-start, is just a feature, it does not change the norm.