Disruptive Innovation based on theory by Clayton Christensen 27 augustus 2008 Future Studies
Synopsis: “ Outstanding companies can do everything right and still loose their market-leadership”, states Harvard professor Clayton Christensen. Companies face a tough dilemma; Should you listen to your best customers or the non-customers? In this rapport we pose the question; When to invest in lower-performance products?
Index: <ul><li>Simply the best: the fast track of innovation </li></ul><ul><li>The comfort zone of society </li></ul><ul><li>The real meaning is in the use </li></ul><ul><li>The innovator's dilemma: when new technologies cause great firms to fail </li></ul>
Simply the best: the fast track of innovation <ul><li>Because of increased competition in a globalized world innovation is speeding up more and more. The end of this development is nowhere near. But while new products are launched in an increasing pace, consumers are having a hard time catching up… </li></ul>
<ul><li>Outstanding companies can do everything right and still loose their market-leadership, states Harvard professor Clayton Christensen. Companies face a tough dilemma; Should you listen to your best customers or the non-customers? In this rapport we pose the question; When to invest in lower-performance products? </li></ul>
According to Harvard professor Clayton Christensen outstanding Companies can do everything right and still loose their market-leaderhip
Technological innovation has become a major driver of progress
And while innovation is speeding up and companies are competing for better and better products the consumer is lacking behind in his adoption of those new technologies
Lecturer at Cranfield University Stephen Carver…
The comfort zone of society <ul><li>Society doesn’t change as fast as technological innovation is. Why is that? Because the outcome of any change in people’s behavior is unknown, their first instinct is to avoid taking such risks. They much rather stay within their comfort zone and keep living their lives they way they are used to living them. In a way everybody likes change, but nobody wants to change… </li></ul>
Why is it that the needs of society don’t change in the same pace as the technological opportunities do?
The adoption of technology means that the know-how, attitude and behavior of consumers has to change
And while everybody likes change, nobody wants to change
And when people avoid risk, change is less likely to occur
<ul><li>We’ve entered an age where the technological possibilities outstrip the adoption of new technologies. In such a society the way people apply technology to their daily lives is of essential importance. We are thus living in the application-age in which the real meaning of innovation is in the use. </li></ul>The real meaning is in the use
What happens when technological innovation outstrips social adoption of technology?
According to John Thackara we’ve lost sight of what value new technologies add to our lives…
This crisis of innovation, the spread between that what is possible and that what is used today, has hardly ever been larger
According to Stephen Carver this means we have to focus on how technology is used…
We’ve thus entered an age that is about how people use technologies.
We call this age the application-age: an era where the real meaning is in the use
Research Director at PhilipsLab, Josephine Green, explains what this new age means
So when you innovate you have to focus on what customers can use
<ul><li>The best customers of every company are driving them forward on the innovation curve. While that happens every company must steer away from the mainstream. That allows for new entrants to disrupt the innovators in any market. This dilemma is called the ‘innovators dilemma’… </li></ul>The innovator's dilemma: when new technologies cause great firms to fail
Companies keep innovating so they can sell better products for better profits to their best customers
But listening to their best customers with the biggest needs is driving them away from mainstream. Because the mainstream wants to use a simpler, more affordable product
Clayton Christensen, a professor of Business Administration at the Harvard Business School, calls this The Innovators Dilemma