IT IS NOT ABOUT PRODUCTS There is an understandable misconception that disruptive innovation is about finding better products and services, when the fact is – disruptive innovation is all about understanding and predicting customer needs. Disruptive innovation is about making customers the centre of your universe, understanding those customers, understanding their needs and wants (recognised […]

IT IS NOT ABOUT PRODUCTS There is an understandable misconception that disruptive innovation is about finding better products and services, when the fact is – disruptive innovation is all about understanding and predicting customer needs. Disruptive innovation is about making customers the centre of your universe, understanding those customers, understanding their needs and wants (recognised and unrecognised) and engaging those customers throughout and especially at the beginning of the innovation process. Most organisations develop products and then look for markets to market those products to. Organizations who understand innovation focus first on a market and then on finding products for those markets. Those markets might be defined demographically, or as in the case of Apple psychographically. Great innovators find solutions for problems (recognised and unrecognised) and that requires a market orientation focused on identifying the problems customers are having and the opportunities for improving the lives of people in those…