‘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 – but you still have outcomes and probabilities that will change how we live, work and play for decades to come.
However, not all Disruptors are created equal. There’s a relativity to their ‘trouble-making’ that can be captured broadly by the ‘3 Degrees of Disruption’. Each degree has a consequential effect on markets, technology and the broader society – with the most dramatic and impactful of innovations having a seismic effect on all three.
Let’s explore the ‘3 Degrees of Disruption’ in more detail.
Each of the 3 Degrees of Disruption fuels rapid innovation in products, services, business processes and go-to-market strategies. Consequently, each degree needs a different approach to addressing marketing challenges – with a unique mix of activities and programmes to meet the idiosyncrasies’, embedded agendas and opportunity creation of the marketplace and value chain.
It can be a complex exercise understanding how much disruption and innovation to let loose on a workforce, distributor/reseller network and partner community. It needs a client/agency relationship that understands the new dawn of disruption – but understands the value and legacy of ‘that’s how it’s always been done’. It’s a relationship that requires a number of marketing skillsets and success blueprints to instigate and deliver the transformation, including thought leadership, channel development, social community development, market development and proposition development/message mapping.
In later blogs we’ll explore each of the degrees and characteristics in more detail, together with exercises around some of the successful technology and digital brands that have navigated the 3 Degrees of Disruption.