Have you ever wondered how businesses such as Google, eBay, and Amazon are created and managed? This presentation contains Personal and Business DNA Maps that illustrate the Disruptive Innovation process. Examples of some disruptive innovations are also provided.

1. HALL OF FAME FOR DISRUPTIVE INNOVATORS
Business DNA Question: What are game-changing designs, needs, and aspirations for
matured/commoditized/Red Ocean industry of “X”?
Bill Gates Richard Branson Pierre Omidyar
ITENNSEL
DISRUPTIVE INNOVATORS -
The Business DNA Question:
The one question that disruptive
innovators constantly ask and
Sergey Brin best answer … Larry Page
Oprah Winfrey Jeff Bezos Mohammad Yunus
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

2. PERSONAL DNA MAP FOR CREATING AND MANAGING DISRUPTIVE INNOVATIONS
Personal DNA Question: What are game-changing designs, needs, and aspirations for
matured/commoditized/Red Ocean industry of “X”?
D N A
Cost
Supply
Core Competence/Culture: Customers Disruptive Innovation
Value Innovation Learnng Wheel Vision
 Q: Questioning – What are game-  Overserved Customers  Low-end Disruption:
changing DNAs for “X”?  Non-customers “Good Enough Quality
 O: Observing (Mapping) Reduce complexity, performance, and Low Cost” Model
Demand quality, high price, and other
 N: Networking (Teaming)  New-Market
inaccessibility constraints
 E: Experimenting Disruption:
(Prototyping/Testing) “Simple-and-
Revenue
 S: Synthesizing/ Cheap” Model
Associating/
Learning
Design Needs Aspirations
(How?) (What?) (Why?)
Source: Based on Dyer, J.; Gregersen, H.; Christensen, C.M. (2011) The Innovator’s DNA. Massachusetts: HBR Press.
Christensen, C.M. (1997). The Innovator’s Dilemma. Massachusetts: Harvard Business School Press.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

3. BUSINESS DNA MAP FOR DISRUPTIVE INNOVATION BUSINESS MODEL
Business DNA Question: What are game-changing designs, needs, and aspirations for
matured/commoditized/Red Ocean industry of “X”?
D N A
Cost
Supply
Disruptive Innovation Model – Customers Disruptive Innovation
Product/Service Job To Be Done (JTBD) Extraordinary Profit
1. ‘Good Enough Quality and Low Cost’ - Segment 1: Overserved Customers - Disruption of Matured
Strategy - Segment 2: Non-customers Product/Service (Sustaining
2. ‘Simple and Cheap’ Strategy Innovation/Improvement)
Reduce complexity, performance,
- S-Curve for Disruptive Technology 1: Low-end Disruption:
Demand quality, high price, and other
- Disruptive Innovation Product/ inaccessibility constraints Good Enough Quality
Service/Business Model: and Low Cost
Channels/
Suppliers/Employees/ 2. New-Market
Revenue Environment
Machinery/Process Disruption:
Simple-and-
Cheap
Design Needs Aspirations
(How?) (What?) (Why?)
Source: Based on Christensen, C.M. (1997). The Innovator’s Dilemma. Massachusetts: Harvard Business School Press.
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

4. DISRUPTIVE INNOVATIONS
Collaboratively Building a Stronger Global Economy
LOW-END DISRUPTIVE INNOVATIONS NEW MARKET DISRUPTIVE INNOVATIONS
“Good enough quality at low cost” products/services “Simple and cheap” products/services
a
DISRUPTIVE
INNOVATIONS
McDonald’s Flip
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

5. ASPIRATION MAP: Template
Business DNA Question: What are game-changing designs, needs, and aspirations for
matured/commoditized/Red Ocean industry of “X”?
Infinite Shared Happiness (ISH):
Free Market/
Frictionless Market/ Market Segment (Customer Problem/Job To Be Done): ……………………….…………
Infinite Game ………………………………………………………………………………………..…………….…………………….
Blue Ocean Sweet Spot Luxury Spot
Luxury Spot
Disruption Spot/ Oasis Volcano
Lean (‘Stuck-in-the-middle’)
Disruption Spot
(+): DELIGHT:
Quality
(Performance)
Green Ocean No-Man’s-Island Red Ocean
Strategic
Choice
Key
Profitable Zone:
Non-profitable Zone:
(-): PAIN: Cost
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

6. ASPIRATION MAP FOR Cost vs. Quality
Business DNA Question: What are game-changing designs, needs, and aspirations for
matured/commoditized/Red Ocean industry of “PORTABLE ENTERTAINMENT (VIDEO GAMES)”?
Infinite Shared Happiness (ISH):
Free Market/
Frictionless Market/ Market Segment (Customer Problem/Job To Be Done): Portable Entertainment
Infinite Game (Multi-media/Video Games)
Luxury Spot: XBox
Luxury Spot
Disruption Spot: Wii
Disruption Spot
(+): DELIGHT:
Quality
(Performance)
Strategic
Choice
Key
Profitable Zone:
Non-profitable Zone:
(-): PAIN: Cost
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

7. ASPIRATION MAP FOR Cost vs. Simplicity
Business DNA Question: What are game-changing designs, needs, and aspirations for
matured/commoditized/Red Ocean industry of “INFORMATION ORGANIZATION (SEARCH ENGINES)”?
Infinite Shared Happiness (ISH):
Free Market/
Frictionless Market/ Market Segment (Customer Problem/Job To Be Done): Information Organization
Infinite Game (Search Engines/Portals)
Blue Ocean
Luxury Spot
Disruption Spot
(+): DELIGHT:
Simplicity
Red Ocean
Strategic
Choice
Key
Profitable Zone:
Non-profitable Zone:
(-): PAIN: Cost
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

8. Collaboratively Building a Stronger Global Economy
PERSONAL AND BUSINESSS DNA MAPS FOR
DISRUPTIVE INNOVATIONS
Dr. Rod Kuhn King