---
description: Commoditization at one stage creates proprietary profit opportunities at adjacent stages as architectures cycle between modular and integrated -- profit migrates rather than disappears
type: claim
domain: teleological-economics
created: 2026-02-21
source: "Clayton Christensen, The Innovator's Solution (2003); Ben Thompson, Stratechery"
confidence: likely
tradition: "Christensen disruption theory"
---

# when profits disappear at one layer of a value chain they emerge at an adjacent layer through the conservation of attractive profits

Christensen's Law of Conservation of Attractive Profits states that when modularity and commoditization cause attractive profits to disappear at one stage in a value chain, the opportunity to earn attractive profits with proprietary products usually emerges at an adjacent stage. Profit does not disappear from an industry -- it migrates. The mechanism works through integration/modularization cycles. In a new market, a company develops a proprietary, integrated product that optimizes performance and earns attractive margins because the product is "not good enough" and integration enables improvement. As the product overshoots customer needs, the architecture evolves toward modularity with standardized interfaces. Modularity drives commoditization at that layer as competition among assemblers drives down margins. But competition among subsystem suppliers drives them toward increasingly proprietary, interdependent designs, creating new integration opportunities and profit pools at a different layer.

The law states there is a requisite juxtaposition of modular and interdependent architectures. The key to strategy is identifying where you can improve what is "most painfully lacking in the user experience" -- focusing on what is not yet good enough. Ben Thompson's application of this to Netflix is instructive: Netflix has commoditized time (Sunday at 9pm is no different from Tuesday at 11am -- there is no "prime time") while integrating content ownership with distribution and the customer relationship. Profit in a value chain flows to whatever company successfully integrates different component pieces; the other parts modularize and are driven into commodity competition. This is the same dynamic playing out in media generally, where [[media disruption follows two sequential phases as distribution moats fall first and creation moats fall second]] -- as distribution commoditizes, profits migrate to whoever controls the scarce adjacent resource.

This law connects directly to [[value in industry transitions accrues to bottleneck positions in the emerging architecture not to pioneers or to the largest incumbents]]. The bottleneck position IS the adjacent layer where profits emerge after commoditization. Since [[the universal disruption cycle is how systems of greedy agents perform global optimization because local convergence creates fragility that triggers restructuring toward greater efficiency]], the conservation of attractive profits describes where value reconcentrates after each disruption cycle. The profit does not disappear -- it restructures toward greater efficiency at a different layer. This has direct implications for [[Devoted is the fastest-growing MA plan at 121 percent growth because purpose-built technology outperforms acquisition-based vertical integration during CMS tightening]]: as traditional health insurance commoditizes under CMS pressure, attractive profits migrate to the adjacent layer of integrated care delivery, exactly where Devoted has positioned itself.

Understanding profit migration also explains why [[companies and people are greedy algorithms that hill-climb toward local optima and require external perturbation to escape suboptimal equilibria]] is so strategically important. Incumbents optimize for profits at their current layer, but those profits are migrating. The greedy algorithm keeps climbing a hill that is sinking. The strategic imperative is to identify which adjacent layer is rising before the migration becomes obvious -- which is precisely what [[riding waves of change requires anticipating the attractor state and positioning before incumbents respond through their predictable inertia]] demands.

---

Relevant Notes:
- [[value in industry transitions accrues to bottleneck positions in the emerging architecture not to pioneers or to the largest incumbents]] -- bottleneck positions are where profits emerge after commoditization at adjacent layers
- [[the universal disruption cycle is how systems of greedy agents perform global optimization because local convergence creates fragility that triggers restructuring toward greater efficiency]] -- conservation of attractive profits describes where value reconcentrates after disruption
- [[Devoted is the fastest-growing MA plan at 121 percent growth because purpose-built technology outperforms acquisition-based vertical integration during CMS tightening]] -- profit migration from insurance to integrated care delivery
- [[media disruption follows two sequential phases as distribution moats fall first and creation moats fall second]] -- sequential profit migration in media from distribution to creation layer
- [[companies and people are greedy algorithms that hill-climb toward local optima and require external perturbation to escape suboptimal equilibria]] -- incumbents optimize for profits at a layer that is commoditizing

Topics:
- [[maps/competitive advantage and moats]]