This document discusses innovation and disruption. It provides examples of how disruptive innovations often redefine quality based on the needs of new or underserved customers rather than focusing on performance metrics valued by existing market leaders. Zara is used as an example of a company that disrupted the apparel industry by reinventing the supply chain to deliver new designs twice a week based on measuring daily sales and customer feedback, rather than relying on big fashion shows and long lead times. The document advocates for constraining existing ways of thinking, provoking new ideas, attempting innovations, and watching what happens through an iterative process similar to Brightworks' "Learning Arc" approach.

1. LeanConf
Call To Action
Janice Fraser
jfraser@pivotal.io
@clevergirl (twitter)
November 2014

2. @clevergirl

3. Keep in touch!
@clevergirl

4. Lean Startup is more than
faithful execution of Build-
Measure-Learn.
!

5. Lean Startup is about
manifesting a better world.

6. Doing thought experiments.

7. Finding a big mountain to
climb.

8. Observing strengths and
shortcomings.

9. Being bold and also subtle.

10. INNOVATION

11. Disruptive Innovation
Disruptive innovations seem to be lacking when
evaluated by the performance definitions of existing
market leaders.
!
In reality, disruptors redefine quality based on needs
of new or underserved consumers.
!
Dominant players are trapped by the attributes of
their own success and can’t compete.

12. Mass market
customer needs
Disruptors:
Clean slate redefinition of quality
Market Leaders:
More, better, faster within current definition
FEATURES&PERFORMANCE
TIME
Features and performance eventually outstrip user
needs. This creates an opportunity to innovate.
Opportunity Begins with Customer Needs
CLAY CHRISTIANSON
INNOVATOR’S DILEMMA

13. POWER
USERS
SATISFIED
CUSTOMERS
EVERYONE ELSE
“I tried it and didn’t like it.”
“I’m stuck with it because there’s nothing else.”
“Not interested.”

14. d

15. HOW DO YOU MANIFEST
AN INNOVATION?

17. “The happiest
place
on earth!”
—me.

18. WHAT DO WE EXPECT
FROM A SCHOOL?

19. Building

20. Hallways

21. Classrooms

22. Grade
Levels

23. Teachers

24. Tests

27. Grades

29. Building
Hallways
Classrooms
Desks
!
Teachers
Grade Levels
Tests
Grades
Ratings

30. Building
Hallways
Classrooms
Desks
!
Teachers
Grade Levels
Tests
Grades
Ratings
CONSTRAIN

31. !
How do children learn?
PROVOKE

36. DOMINANT
(Feature-Rich)
!
Test Scores (school-level)
Instructional Minutes
Report Cards
GPA
Consistent Curriculum
Number of Topics
Multiple Tracks
Parity in Accomplishment
Extra Curricular Offerings
Measures of Quality in Education
DISRUPTIVE
(Outcome Driven)
!
Curiosity
Depth of inquiry
Tenacity (to think big)
Agency (the right to start)
Persistence (to deliver)
Adaptability
Collaboration
Trust
Joy (in learning)

37. ATTEMPT

39. THE SPACE

47. COLLABORATORS

50. LEARNING COMMUNITY

55. WATCH

57. BWX KANBAN

58. ITERATING THE LIBRARY

59. AGENCY

60. AGENCY

61. INTENSE CURIOSITY

62. AGENCYINTENSE CURIOSITY

63. INTENSE CURIOSITY

64. KINDNESS

65. THE BWX INNOVATION
A learning community designed to make
better humans. All of us.

66. Brightworks “Learning Arc”

68. Constrain
Attempt
Provoke
Watch

69. CONSTRAIN

70. PROVOKE

71. ATTEMPT

72. Watch.
WATCH

73. Constrain
Attempt
Provoke
Watch

74. DOMINANT DISRUPTIVE

75. Designers
Fashion Week
Experts choose
3 collections/year
9-month lead time
Big-batch manufacturing
Source in developing nations
Big Bet win/lose
APPAREL

76. CONSTRAIN
Designers
Fashion Week
Experts choose
3 collections/year
9-month lead time
Big-batch manufacturing
Source in developing nations
Big Bet win/lose

77. How can we sell what
consumers want?
PROVOKE

78. ZARA
Reinvent the supply chain
BetaBrand
Community chooses styles

79. ATTEMPT
“Zara delivers new products twice each week to
its 1,670 stores around the world. This adds up
to more than 10,000 new designs each year. It
takes the company only 10 to 15 days to go
from the design stage to the sales floor.”
–Forbes

80. Store Manager
• Measures sales per garment daily
• Evaluates customer comments about
garments
• Places orders for restocking twice/week
Commercial team adjusts the order
Inditex manufactures on demand
Order arrives within 2 days
WATCH
— The Telegraph

81. Zara sells more clothes
than Macy’s.

82. ATTEMPT

83. ATTEMPT

84. ATTEMPT

86. WATCH

87. Watch

88. Constrain
Attempt
Provoke
Watch
Taxis (Lyft/Uber/Halo)
Lunch (Food Trucks)
Hotels (AirBnB)
Dr’s Offices (One Medical)
NEW!
City Guide
(I know a great little place)

89. Disruption Canvas Board Worksheet Thing!
PROJECT NAME DATE
Market Leaders Hallmarks CONSTRAINTS PROVOCATION
RESPONSES
Leaders’ UVP
ATTEMPT

90. What will you disrupt today?

91. DISRUPTcancel

92. @clevergirl
Thank you!