"A new-market disruption is ... competing against nonconsumption." #readingToday
Another kind of nonconsumption occurs, however, when people are trying to get a job done but are unable to accomplish it themselves because the available products are too expensive or too complicated . Hence, they put up with getting it done in an inconvenient, expensive , or unsatisfying way. This type of nonconsumption is a growth opportunity. A new-market disruption is an innovation that enables a larger population of people who previously lacked the money or skill now to begin buying and using a product and doing the job for themselves. From this point onward , we will use the terms nonconsumers and nonconsumption to refer to this type of situation, where the job needs to get done but a good solution historically has been beyond reach. We sometimes say that innovators who target these new markets are competing against nonconsumption.
The Innovator's Solution, Clayton Christensen