Disruptive Change

Why do so many established and often well managed companies struggle with disruptive innovation? Many times it is simply because companies have been doing the same things, in the same ways, and for the same reasons for so long, that they struggle with the concept of change.

IBM in the mid 1980’s felt that the future would be much like the past and a result didn’t have to change much. They did not realize how much microcomputers would replace the functions of their bread-and-butter business, the mainframe. The net result was tens of thousands of people were laid off, with the company suffering the first losses in its history.

There is a huge difference between competing in a market and disrupting a market. When competing, a company tries to make a similar product in a given market segment, then competes against incumbent products on price or features to gain share and hopefully profits. When disrupting, a company produces a whole new product that creates or changes a market, then dominates share and profits in that segment. Why do so many established and often well managed companies struggle with disruptive innovation? Many times it is simply because companies have been doing the same things, in the same  way [....read more]

Disruptive Change