Platform shifts break vendor lock-in psychology
Major technology shifts (desktop → web → mobile → AI) create moments when buyers reconsider entrenched vendors. Even if incumbent has massive market share and 'nobody ever got fired for buying X' mindset, a platform shift opens buyer minds to alternatives. They have FOMO (don't want to be left behind), question whether old vendor can adapt, and actively seek modern solutions. Time your entry for these platform shift moments - same product idea that failed pre-shift can succeed during shift.
When to use
When entering market with entrenched dominant vendor (QuickBooks, Salesforce, Oracle, etc.). When there's platform shift happening (cloud, mobile, AI, blockchain). When buyers are starting to question incumbent's ability to adapt to new paradigm. Best for B2B where vendor switching has high costs but platform shift creates forcing function.
Don't do this
Entering market with entrenched vendor when there's NO platform shift - extremely hard to convince buyers to switch for incremental improvement. Also avoid if shift is hype without substance (customers get burned and become skeptical). Don't rely on shift alone - still need better product.
1 Founder Who Did This
Timed entry during the shift from traditional research tools to product-led, in-product research as product teams demanded real-time insights embedded in their workflows