Harvard Professor Clayton Christensen gives authoritative overview of Disruptive Innovation. Commentary by Don Norman
The Economist explains
Disruptive innovation as a term was first described by Clayton M. Christensen, an American academic and business consultant whom The Economist called “the most influential management thinker of his time.” Disruptive innovation describes the process by which a product or service takes hold at the bottom of a market and eventually displaces established competitors, products, firms, or alliances.
One of the most consistent patterns in business is the failure of leading companies to stay at the top of their industries when technologies or markets change. Why is it that established companies invest aggressively—and successfully—in the technologies necessary to retain their current customers but then fail to make the technological investments that customers of the future will demand? The fundamental reason is that leading companies succumb to one of the most popular, and valuable, management dogmas; they stay close to their customers. Customers wield extraordinary power in directing a company’s investments. But what happens when a new technology emerges that customers reject because it doesn’t address their needs as effectively as a company’s current approach? In an ongoing study of technological change, the authors found that most established companies are consistently ahead of their industries in developing and commercializing new technologies as long as those technologies address the next-generation-performance needs of their customers. However, an industry’s leaders are rarely in the forefront of commercializing new technologies that don’t initially meet the functional demands of mainstream customers and appeal only to small or emerging markets. To remain at the top of their industries, managers must first be able to spot the technologies that fall into this category. To pursue these technologies, managers must protect them from the processes and incentives that are geared to serving mainstream customers. And the only way to do that is to create organizations that are completely independent of the mainstream business.
If we’re all so aware of disruption, then why do successful products keep getting disrupted?
Clay Christensen's landmark theory — in under two minutes.
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Disruptive Designers designed by Hurca!™ for Hiwow. Connect with them on Dribbble; the global community for designers and creative professionals.
At Gustie Creative, we've been tracking development of robots for retail and food service for the last few years. Read our blog and comment!
New companies and technologies continually claim to be 'disrupting' the way businesses currently operate. But how transformative are they really/
In order to succeed, everybody should be involved and engaged in innovation. Innovation should be broad; from innovations in the product or offering, to innovations in the process, delivery, and/or finance.
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Autonomous cars- a disruptive innovation designed by Abhishek Linda. Connect with them on Dribbble; the global community for designers and creative professionals.
Disruptive innovation is an innovation that simplifies and makes more affordable products and services to undesirable or ignored markets. Established companies typically strive to improve their products and services for their profitable customer base, largely ignoring the needs and desires of untapped segments. Hence, the increase in interracial couples seen on the television screen. An…
I study disruptive technology, specifically innovative technology that gains so much momentum that it disrupts markets and ultimately businesses. In the past several years, disruptive technology has become so pervasive that I’ve had to further focus my work on studying only disruptive technologies that are impacting customer and employee behavior, expectations and values and affecting customer and employee experiences. I can hardly keep up with today let alone consider the potential disruption that looms ahead in every sector imaginable including...
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