How Disruptive Are You?
Unconventional companies and start-ups are more likely to be disruptive. Larger companies always cater to a preexisting market with similar business models to each other. It’s hard to look around and find something truly unique.
A disruptive model for business is being touted as the best way for start-ups and small companies to make a name for themselves and establish a loyal audience. The idea behind a truly disruptive model is to create something that is packaged and presented in a new way.
If a disruptive business does not need new technology and inventions, then what exactly should it do? These models are heavily based on the ability to re-engineer, restructure or reinvent something preexisting. Low-end disruption the most common and cost-effective way to get your foot in the door.
Netflix is a prominent example and now we are seeing the company’s growth in real-time. The DVD-by-mail service was not revolutionary, but Netflix had managed to acquire a legal following in a market space shared Blockbuster. When they ventured out to streaming digital media, they restructured their model and reinvented a way of delivering digital media directly to their customers.
This sounds great on paper. Successful companies like Amazon and Netflix are inspiring, but how do these ideas from? First of all, you need to know whether or not your model will cause low-end disruption or a new market disruption. As with most businesses the development starts with something simple and personal. If you do not have a “new” technology, then you need to redefine what “technology” means to you. Technology and innovation can be anything from the sticky notes thrown about your office to the sleek smartphone that you consistently find in your clutch.
In order to focus on disruptive innovation, you need to breed an environment that would allow it to thrive. Evaluate yourself: your company and your employees as objectively as you can. Do you promote lateral thinking when it comes to problem-solving? Creating an internal ecosystem for creative thinking, you are preparing your company for an eternal ecosystem that is constantly bombarded with similar products and services.
Creating such an internal ecosystem means treating your company as a start-up. Most sapling companies tend to be more resourceful than larger corporations. Why? Generally because of a lack of capital, financial or otherwise.
How are you supposed to create a new service or product that causes disruption in a positive way? All disruption will cause just that — disruption. A model that seeks to provoke an established system will cost competitors and the jobs they create to decrease once you are successful. Innovation should not be put on a back burner because of immediate drawbacks.