opportunity 12 of 150 A key to effective marketing and certainly to cost effective strategic planning in marketing, is knowing exactly who to focus resources on – or in other words – who the target audiences are. Most businesses have a number of target audiences – each one with its own challenges and opportunities. Disruptive […]

opportunity 12 of 150 A key to effective marketing and certainly to cost effective strategic planning in marketing, is knowing exactly who to focus resources on – or in other words – who the target audiences are. Most businesses have a number of target audiences – each one with its own challenges and opportunities. Disruptive innovation is talked about so often these days that new articles seem to pass by without recognition. That said, all too few discussions of disruptive innovation reflect an accurate understanding of what Clayton Christensen was talking about when he coined the phrase. The term disruption means much more that increasing competition with a more innovative or superior offering – or indeed, new technology. Disruptive innovation is all about increasing access to a product for existing and new markets. Access might be increased by way of superior manufacturing that drives costs down (Henry Ford’s production line…