Disruptive innovation refers to the unexpected advances in products creating new markets. For example the invention of the automobile was a technological innovation. But it was Ford’s Model T that became a disruptive innovation. This was because cars suddenly became available to a much larger percentage of the population. The introduction of mass production changed the whole nature of transport.
Linked with disruptive innovation is another fascinating concept of ‘digital Darwinism’. This is where organisations need to adapt to internet and technology markets or become obsolete.
There is a need for continuous vigilance for businesses to be open to the opportunities that exist and have the vision to create meaningful and sustainable products and services if they are going to avoid digital Darwinism.
In all of this talk about technology and business growth there is one common factor for success and that is the relationship companies have with the consumers. The technologies available and their growth depend on people trusting the product to deliver as promised. The next step is the importance of viral marketing or word of mouth. We trust the comments of our real friends and our facebook ‘friends’ much more than the marketing spin that comes from the organisation.
The success of technologies depends upon communication and relationship building at every level. Innovation and productivity take society so far but it is the ability to communicate and have meaningful relationships that take us to the next level.
Ro Roz Townsend www.roztownsend.com
