Again innovation is a marketing challenge like said our dear Professor Clayton Christensen. The marketing core that will support your product or service that will make it stronger as rebar does into concrete buildings matter a lot. Today entrepreneurs focus mainly on technology believing that this piece is the core driver. Technology matters for incremental innovation but when it about disruptive innovation you should care about your marketing core.
Don’t forget that THIS is marketing. it is a pointer like this one you use as a software engineer.