100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

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100 GREAT BUSINESS IDEAS • 137

It is possible to use this strategy to make your competitors’ products
obsolete. For example, by releasing a popular new computer chip
you can trigger the obsolescence of your competitors’ operating
systems.


Obsolescence is inevitable—use it to your advantage.


In practice



  • Avoid triggering the obsolescence of products too frequently,
    as this is often an unnecessary investment and may cause a
    consumer backlash.

  • Base the engineering of a product on your “obsolescence
    strategy”—a product will not need to last for ten years if it will
    be obsolete after two.

  • Offer long-term warranties on products that will soon become
    obsolete—this will reassure customers and it is unlikely the
    guarantees will be claimed.

  • Do not make built-in obsolescence obvious to the consumer—
    this will lead to frustration and unwillingness to purchase.

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