Blog Uncategorized A Blueprint for Disruptive Thinking

A Blueprint for Disruptive Thinking

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If you’re an entrepreneur, you’ve probably already come across the theory of disruptive thinking or innovation. Many entrepreneurs swear by it as their guiding star. However, not many of them truly understand what it is about. They therefore aren’t able to truly harness its power.

disruptive-thinking

What it’s all about

Disruptive thinking is often misunderstood by entrepreneurs. There have been many different interpretations of the concept that have caused people to move away from the original purpose of the theory.

The idea behind disruption is that a smaller company that has fewer resources can challenge a much larger establishment successfully. This is possible because large or more established organizations tend to focus on improving their current products to meet the demand of their most profitable customers and therefore often ignore some segments of the market.

For an entrepreneur to be disruptive, they would need to focus on the segment of the market that is being overlooked. They can target this section of the market by delivering a functionality or product that is tailored to suit their needs e.g. products at a lower price.

In many cases, the incumbents in the market do not react vigorously since they are chasing higher profits with higher demand segments of the market. Eventually, entrants in the market are able to move up and deliver performance to the mainstream customers of the incumbents and therefore become even greater competition to them. By this time, disruption has occurred.

Your blueprint

If you’re looking to cause a disruption in any market segment, consider the following tips.

  1. Take a closer look at the industry

Some industries face very few disruptions while others face so many disruptions that companies are always on the lookout for new innovations and how to adapt to changes in the market. It is important to ensure that our innovation:

  • Offers the opportunity to reshape current business models and therefore present a new way to make money
  • Offers new opportunities to customers that they didn’t have with previous products
  • Will provide you with the opportunity to move upmarket when the time comes
  1. Begin assembling your Innovation such as building an IT Product with a reliable software development company.

This is a key step in the process. It involves a great IT team that helps to gathering your ideas, developing them and planning how you can profit from them.

  1. Get the engine running

With your product ready, it is time to go to market. Be sure to test the product in the market to see how customers receive it. At this point, you can make changes to your product based on feedback from the market.

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One Comment

  1. thinkdisruptive

    November 28, 2016 at 4:41 am

    Your initial statement “Disruptive thinking is often misunderstood by entrepreneurs. There have been many different interpretations of the concept that have caused people to move away from the original purpose of the theory.” is correct, but by oversimplifying what disruptive innovation is about, you are actually contributing to the misinformation and misunderstanding of what the theory says.

    An important subtlety is the confusion of cause and effect. For example, targeting an under-served market segment is not the cause of disruption, but a common outcome or signal of a disruptive event. Another signal that disruption might have occurred is that a smaller company with fewer resources successfully challenges a larger company, however this is also an incorrect characterization of what disruption is — this is simply an indicator that we sometimes see. Apple, for example, was not a small company when it introduced the iPhone (which was also not tailored to suit the needs of an overlooked segment via lower price), yet the iPhone was perhaps the most successful disruptive innovation ever, launching Apple’s meteoric rise to become the world’s most valuable company. iPhone is just one obvious example that conforms to the definition laid out in Christensen’s model, but which can’t be explained by your simplistic description. There are many others.

    Targeting intentional market disruption is certainly possible, but to do it reliably, you first need to understand both what the theory says in detail, and also what the real causes and enablers of disruption are — your “blueprint” discusses none of these attributes. As a result, you are only marginally more likely to create a disruptive innovation with these guidelines than an entrepreneur (or large company) who has no understanding at all of disruption theory.

    Reply

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