Process of disruption and how important it is to be disruptive

Written by on March 8, 2016 in Guest Blog with 0 Comments

DisruptionMany people don’t realise how important it is to be disruptive. In my time with large companies I am often struck how most of them are so focused on the process of their business. So much so that it almost seems that the processes have always existed. That the company was never a start-up – that they had never been disruptive. That forgetting is dangerous.

When I talk to people about the disruption that exists in the business world today they so often see disruption as something other companies do. Not something they can do:

“That Uber is amazing” “How did they come up with that idea to disrupt the market – was it an accident?”

This question in particular drives me to point out to anyone that will listen that disruptive innovation is not new – think of Henry Ford disrupting the luxury car market back in 1908.

The important bit for me is that disruptive innovation is really not a one-off idea – it is a process. It is a process that can be refined and worked with. It can be tested and have a lot of the risk removed.

Keep in mind that disruptive innovation is more than just a product. Much more.

The definition is:

“A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leaders and alliances.”

As such disruptive innovation can be a very powerful business tool and yet so many people don’t think that their company can do it. They can! In fact it is easier now than ever before because of technology. Just because you have not done it does not mean you can’t. People should not have to leave your company to be disruptive – build that capability internally.

If you would like to see a short talk on the subject watch the video below.

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About the Author

About the Author: Marc is a specialist in disruptive innovation and carries out research on how technology trends are changing the world. Marc is the Founder of PathFinder4 and Manage Disruption Limited and previously spent nine years as the EMEA Principal Advisor to C-level executives for Forrester Research. .


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