In almostallcasesoftheself-employed, the small business owneris taking information out of his or her brain and spending the necessarytimeto convert it into a productofvalue.
"This is classic disruptive innovation, where the mainstream dismisses the product and small companies have time to create a real differentiated value, " says Staten.
Proving an incrementally better product enhances value can be expensive (because it takes many patients to demonstrate a small difference in an active comparator trial), and of course, risky as well.