---
id: "claim-tech-shifts-accelerate-voids"
type: "claim"
source_timestamps: ["¶13"]
tags: ["market-trends", "technology-shifts", "ai"]
related: ["concept-business-model-void", "entity-agentic-ai"]
confidence: "high"
testable: true
speakers: ["Donna Henrike Bohrer", "Karolin Frankenberger", "Joakim Wincent"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-tier2-09-customer-workarounds"
sourceUrl: "https://hbr.org/2026/05/what-customer-workarounds-can-reveal-about-your-business-model"
sourceTitle: "What Customer Workarounds Can Reveal About Your Business Model"
---
# Technological Shifts Accelerate the Unfolding of Business Model Voids

**Claim:** [[concept-business-model-void|Business model voids]] unfold much faster during periods of shifting market trends and technologies. The authors cite **[[entity-agentic-ai-d5|Agentic AI]]** as a current trigger for new voids, using the example of a Swiss confectionery manufacturer that replaced high per-hour consulting fees with internal generative AI tools. The technology shift rapidly changed the customer's willingness to pay from an *hourly rate* to an *outcome-based pricing* demand.

**Confidence:** high. **Testable:** yes — track the time-to-void (mismatch → workaround → competitor entry) across stable vs. rapidly shifting technology regimes.

The acceleration raises the stakes on timing (see [[framework-strategic-steps-void]], Step 3, and the open question [[question-timing-the-reaction]]).

**Related:** [[entity-agentic-ai-d5]] · [[concept-business-model-void]] · [[framework-strategic-steps-void]]


## Related across articles
- [[concept-ai-driven-tam-expansion]]