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Makers, transformers or shapers?

Disruption happens when markets, technologies and behaviours are challenged and changed. The impact can depend on factors like market readiness, technical innovation and even social dynamics. Success in marketing ‘disruption’ begins with a few questions and a clear idea of your disruptive ‘type’.

What is disruptive technology?

‘Disruptive technology’ promises something bigger then incremental upgrades – something that challenges the technical and commercial status quo. It creates new market dynamics, and introduces opportunity and threat in equal measures.

Consumer and business markets have grown accustomed to anticipating the ‘next thing’, whether it’s a smartphone upgrade or migration to cloud applications. However, there’s more pressure on businesses to envision and realise ‘extreme evolutions’ and being disruptive is now seen as a virtue and a quality that even larger enterprises need to foster from within.

The levels of transformation and impact are best viewed through the lens of the ‘3 Degrees of Disruption’.

What does disrupt mean to marketers?

For a marketer, ‘disruptive’ could sound scary. When sustaining technologies are being displaced by the unfamiliar, that’s when opportunity and threat can co-exist.

Disruptive technologies don’t just displace sustaining technologies, they can also unsettle or displace customer, partner and channel relationships and even business models.

We explore this further in the video and infographic, content on the ‘3 Degrees of Disruption’, but take a look at our Map of Disruption and you’ll see plenty of examples of technology disruptions that combined with other factors to offer ‘disruptive innovation’ and create new challenges for technology marketers.

Watch the ‘3 degrees of disruption’

Explore infographic

3 Degrees of Disruption infographic

3 degree of disruption blogs

Technology markets don’t buy disruption
Disruptive TechnologyMarket DevelopmentOur IndustryThought Leadership
June 2, 2015

Technology markets don’t buy disruption

In the world of technology, new or better doesn’t necessarily mean disruptive. Unless ‘new’ means revolutionary and ‘better’ means businesses and markets have to think or behave differently, then it’s not true disruption. Do an online search for  ‘disruptive technology’ or ‘disruptive innovation’ and you’ll see they stir up discussion…
Blog – the path to Disruption
Brand StrategyDisruptive TechnologyMarket DevelopmentProgramme PlanningThought Leadership
May 28, 2015

Map, message and migrate – the path to disruption

It’s true that each of the ‘3 Degrees of Disruption’ (covered in a previous blog article) will cause waves of discontent with traditional users, value chains and routes to market. But ultimately, their ‘value creation’ needs to outweigh the ‘value erosion’. There’s a multiple of indices to this value –…
Navigating the 3 degrees of Disruption
Brand StrategyDisruptive TechnologyMarket DevelopmentProgramme PlanningThought Leadership
May 24, 2015

Disruptive tech – navigating the ‘3 Degrees of Disruption’

‘Disruptive Technology’ is a mere two words – but with the power to change all of our lives (business and consumer). A daydream involving cloud computing, automated transportation, Internet of Things and mobile internet leaves you thinking wistfully about the innovation possibilities. This is just a snapshot of Disruptive Tech…

“Regardless of size or maturity, tech businesses can find they’re either creating or responding to disruption. To do either, requires marketing that not only articulates the difference to customers but also the advantages.”

I’m interested in 30 min presentation on disruption for tech marketers