The most disruptive technologies…
…are not disruptive because of the technology
“The secret of disruptive innovations and business models isn’t that they disrupt an industry; it’s that they disrupt people. They change how people feel about something, in a way that’s enough to change how they behave.”
Bernadette Jiwa, on the book Difference
Technology is here to serve us and sometimes we forget about it.
Whenever we want to create something that will change a certain industry forever, we look through the eyes of the inventor. We are biased to believe that thing is useful and will help other people. So we forget to look through those people’s glasses and understand and discuss why they would need such a product.
From the eyes of the buyer, innovation is only innovation if it:
- solves a specific problem
- makes life easier
- saves time
- costs a price perceived as lower than the benefits it brings
- is simple enough to spread
- changes how people feel, as Bernadette says.
If your company is trying to reach a new market or to beat the competitors by being ahead in terms of technology, don’t start by choosing the technology, start by choosing the problem to solve. Then, only then, use the technology in favour of your problem solving product or service.
Even a product that is not hi-tech will be seen as innovative if it changes peoples lives for better.
What is your view about innovation?
