I read a very interesting article recently about Disruptive Innovation, and I thought I would share some of it with you. I had heard about the concept before, I actually covered it in my class called (deep breath) Managing and Growing Small to Medium Sized Technology Based Companies. Now I don’t know if I was too tired in class and didn’t catch on to the concept completely, but what I remembered was that it was simply a type of innovation that turned an industry on its head so to speak. Pretty vague, no? Maybe I should have had MORE coffee to get through those 7-10pm classes!
In a recent issue of the Harvard Business Review, an article was written entitled, “ Will Disruptive Innovations Cure the Health Care Industry?”. They describe an aspect about the Health Care industry (which is typical of all industries that get blindsided by disruptive innovation), and that is that the dominant players are all focused on improving their products and services to the point where the average consumer doesn’t even know what they are using. Furthermore, as these sustainable innovations make products and services more and more advanced, specialized professionals become the only ones able to produce what is needed. When it comes to health care, the more complex, expensive and inconvenient it becomes, many afflictions simply go untreated.
An example they give of a product that would disruptivley innovate the industry is a portable, low-intensity X-ray machine that can “be wheeled between offices on a small cart. It creates images of such clarity that pediatricians, internists, and nurses can detect cracks in bones or lumps in tissue in their offices, not a hospital. At 10% of the cost of a conventional X-ray machine, it could save patients, their employers, and insurance companies hundreds of thousands of dollars every year”. Sounds like a great invention, right? Well guess what happened when the entrepreneur tried to license the technology? The large scale X-ray equipment providers wanted no part of it because it threatened their business model! Unbelievable!
Now the idea here is that Disruptive Innovation should enable a larger population of less-skilled people to do in a more convenient, less expensive setting things that historically could be performed only by expensive specialists in centralized, inconvenient locations.
I work in Real Estate, and a great example of this would be Grapevine. You know, the “lets pretend to be educated and conditioned professionals that know how to properly analyze the market and subject properties, navigate through lengthy legal documents, protect our interests effectively, pull upon all the resources we don’t have, and structure and manage negotiations as if we do this a dozen times a month” company? (I’m not a fan).
As threatening and under-serving this company has been to its own client base, it has had some good success, and it is a great example of Disruptive Innovation. The fact is, there was (and still is) a HUGE barrier between Realtors and Buyers and Sellers. Regardless of who is responsible for the gap – Grapevine saw the opportunity and took it.
Another example would be very cheap cell-phones that are just PHONES. At todays rate, something like that would sell for ZERO dollars and likely run about $10 a month. There IS an opportunity out there for something like that.
There is often a constant pull to the underserved high end of industries, but what about the over-served low end of the industry? The 80/20 rule states that 80% of your business comes from 20% of your clientele. Why is that? Maybe YOUR BUSINESS is the problem, and if you don’t adapt with the times, someone is going to come along with a value based business model and target the 80% of your market that is not responding to your product or service. Sure 20% of the market of cell phones will give 80% of the business, but that’s because 80% don’t need 101 applications that can tell them the time in Tuktoyaktuk on the drop of a dime. Furthermore, ever think about Canada’s aging population? How are they all going to feel about this over-serving of products or services when all they want is something simple? Our younger generation is always trying to be the next best thing, and there may be a HUGE gap that arises in certain markets as a result.
See the opportunity?



