a better mousetrap - Marketoonist
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“Build a better mousetrap, and the world will beat a path to your door.” This is one of the most quoted innovation credos. Yet it’s also untrue. Innovation experts call this the “Better Mousetrap Fallacy”, because the credo focuses solely on the technology and not on the consumer. Consumers really don’t care about a better mousetrap. They care about fewer mice. Or s HBS marketing professor Ted Levitt put it, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
Better Mousetrap
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