Be the Change: The Competitive Advantage of Disruptive Innovation

by Fast Company

Change brings opportunities for companies quick enough to adapt. But why wait around for change? With disruptive innovation they can enact it, themselves.

“Massive disruption is coming, and the only question is whether your firm is going to cause it or fall victim to it,” writes Michael Hinshaw and Bruce Kasanoff, authors of Smart Customers, Stupid Companies: Why Only Intelligent Companies Thrive, And How To Be One Of Them. In a post for Fast Company they provide seven ways your company can disrupt your own industry, raising standards of customer experience and creating new opportunities for growth.

Eliminating customer pain points the rest of the industry accepts as inexorable; introducing solutions that cut costs by 90%; embracing absolute transparency. These are the types of changes that not only help your company compete — they change the game entirely. “Incremental change doesn’t disrupt an industry,” Hinshaw and Kasanoff write, “radical change does.” Read their full article for more tips on how you can disrupt your industry.

Related Content from OpenView:

When it comes to market research, context is everything. Read this post to learn why the ability to spot subtle customer tension points is an amazing game-changer when it comes to spotting a marketing ripe for disruption. And read this post for an example of a company using disruptive innovation successfully.