A great place to launch new products and services is often in places where there is no competition. Finding such an area of nonconsumption—where customers can be delighted by something that is infinitely better than their alternative (nothing at all)—is key to launching a disruptive innovation.

Spotting and sizing a nonconsumption opportunity is often challenging, however, because there is, by definition, no existing market.

These two factors are part of what makes the market for helping adults learn basic skills or develop workforce skills so intriguing.