Elevate4 Oct 2023 21:11
Just watched Ian MacDonough’s LSE interview from July 2019. The thrust of the video centres on Blackbird’s fit for high end, blue chip, professional users with sophisticated tastes and requirements - and the anticipation of big licences. As BIRD have found in the years since, it is difficult to disrupt the market starting from the top.
Disruption rarely comes from offering high end customers more functionality at a high price/margin. Instead, offer a relatively basic set of functions, but with significant benefits in convenience and at a lower price. (ref. Clayton Christensen) The disrupter gains customers, not from existing users of existing products, but by creating new markets and massing new users.
So, to ask BIRD to excel in their previous strategy was too much to ask as they were in hindsight attacking the problem at the wrong end.
I am hopeful that this time round the BIRDs have done their research to identify a widespread “job to be done”, that Elevate is not over engineered in terms of functionality, and that it is an order of magnitude improvement in convenience/price for users. From what I have read so far, it actually looks quite promising.