To innovate or to disruptively innovate—that is the question

Keep Reading

Innovation has been defined as the act or process of introducing new ideas, devices or methods of doing things.

Remain relevant by discovering and implementing new and productive ways…

Innovation at Softcom begins from redefining what it is necessarily defined as. We like to define innovation as the ability of an entity to remain relevant by discovering and implementing new and productive ways of doing things.

This line of thinking echoes the well-worn mantra of “innovate or die”. To put it a little more gently, perhaps, “remain relevant or become irrelevant.”

You needn’t look too far to validate this.

Taking a look at the fortune 500 list of 1995, which only 71 companies still exist today. The phenomenon called “Digital Darwinism” propounds that this occurs when technology as well as society evolves faster than our ability to adapt.

Now, adaptation requires innovation—we must continue to innovate, or it becomes too costly.

Still, it is one thing to innovate, and yet another to disruptively innovate.

To Disruptively Innovate

The theory of disruptive innovation was first introduced by Harvard Professor Clayton Christensen in his research on the disk-drive industry.

Disruptive innovation explains how a new product or idea can completely redefine an industry due to advantageous factors such as simplicity, convenience, profoundness, adaptability, affordability, etc.

The world has experienced new products and ideas that have changed the way we think, analyze, build, cook and eat, shop and even sleep among other things.

One of the most popular products that has successfully done this is the Apple iPod together with the iTunes store which came with its unique selling point of convenience. A device that worked in conjunction with iTunes software which enables users transfer music and other content from iPod to their computer.

This profound combination of hardware and software resulted in such a disruption in the music industry as gave Apple a dominant market position at a time when everyone had concluded that the online digital music industry was unprofitable because there was a proliferation of illegal music downloads.

Apple Music
Apple Music already enjoys very wide adoption.

Today, Apple has transcended and innovated in this industry further and introduced the “Apple Music” product/service.

Work is no longer a location.

Other Products Disruptively Innovating

Other products that are going to disrupt the good old ways we do things include Slack (a product/service we love here at Softcom, redefining the way we communicate and collaborate in and outside the work place). It’s safe to say “work is no longer a location.”

There’s also June, a computer in the form of an oven that cooks, bakes, toasts, roasts and broils. June pays attention to what you are cooking with a HD camera that recognizes what you are cooking, with a probe that knows when your chicken reaches desired core temperature. With June, an amateur can cook like a pro.

It makes sense then to not just think you can, want to, and should innovate, but how to disruptively do so. What about your industry, your market, or the people you serve can you redefine its process flow? Asking questions around what people do and how do it better, you set the stage to disruptive innovation.

* This publication is the view of its individual author. It does not necessarily constitute research or recommendation to the consumer from Softcom or Softcom's affiliates. Neither Softcom nor any of its affiliates make any warranty to the completeness or accuracy of the claims or statements contained therein. All liabilities (in any form) resulting from the consumption of this publication is therefore expressly disclaimed.