7 Ways to Create Disruptive Innovation

In order to create something of value you often have to destroy something else. So, in other words - If it ain’t broke, break it.

If you do not constantly attempt to break it yourself, your competitors will. So, step into their shoes and think about what you would do to outcompete your own company; otherwise, you will sooner or later realize that your market disappears or your products and services become obsolete.

Therefore, you need to constantly innovate, & without solid insight into your target group’s problems, frustrations, and challenges it is difficult to know what to aim for.

Nevertheless, with technology and business cycles changing rapidly, you need to be fast as well - and hit the right target.

Obviously, the faster you shoot the less time you have to aim, so you need to send off multiple shots.

In order to create disruptive innovation you must venture out into deep water. You need to do something that turns the world upside down, something that is truly unique

It may sound counter-intuitive, but in many cases you actually need to offer less than you do today.

Use this simple tool that forces you to think outside the box by making you look at your offerings from seven different perspectives:

1. Eliminate: Remove it altogether

2. Reduce: Keep doing it, but to a lesser extent

3. Replace: Remove something and put something else in its place

4. Reverse: Do it the other way around

5. Combine: Add something new to what you already do

6. Exaggerate: Do much more of what you have done so far

7. Introduce: Do something entirely new

If you further expand on and combine some of these “out of the box” ideas, you will have a good platform. However, ideation is not enough, now it is time for fast prototyping, which involves 3 phases.

Fast truly is a keyword because it is OK, almost a must, to miss as long as you do it fast and early and without spending too many resources:

Prototype: Create a number of prototypes that supposedly create value to your target group by relieving them from some of their pains

Test: Let carefully selected people, primarily but not exclusively from your target group, evaluate your prototypes – and do it early in the process

Refine: You need to receive comprehensive feedback from the test in order to identify areas that need to be improved

A failure is only a failure if you do not learn from it; consequently, embracing failure must be built into the very DNA of your company.

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