The paper examines research that suggested that it may be commonplace for discontinuous innovations to be targeted at the wrong initial market and which proposed a prescription for identifying the more favourable initial market. To purposively commercialise an innovative technology it has to be decided what product, or service, to use it for and often, by implication, what market to target. How can these decisions be made to ensure successful commercialisation? If the innovator is a small company, a start-up one or government-funded body hoping to boost its budget, they often only have one chance at getting these decisions right because of their limited resources. The decision about what product-market to target is not made any the easier because the technology may well be still under development. Some overall conclusions are drawn on the product-market choice for discontinuous innovations.