ABSTRACT
My belief is that “discontinuous or disruptive innovation,” that is, paradigm-changing innovation, is absolutely critical for the reinvention of consumption that will be required if marketers are to capture the opportunity in mass affluence. Luxury offerings must be re-thought and re-engineered to make some version of them affordable to the mass affluent … So marketers and product developers need to begin with a clean sheet of paper and imagine solutions to problems affecting only the very wealthy today, and then these solutions can trickle down to the mass affluent.
