Beach Walk Insights - Volume 2, Issue 6 - Play time 3m 10s
This week I'm going to ask you a very simple question - is your company 'disruptive' or 'additive'? There is no good or bad answer to this question, but you ought to know and understand the answer because it defines the way you do business.
Disruptive companies change the shape of industries. Amazon, for example, permanently changed the book publishing industry. Microwave ovens were a disruptive technology in our kitchens as they changed the way we consume food, and as a result the food industry - the 'ready-meal' section in your local supermarket never used to be so full.
Additive companies complement the industry they serve. They make the process more efficient or simpler for the consumer. This type of company will find it easier to sell their product or service as it is already a familiar concept.
Disruptive companies can find it harder to make headway, as by their very nature they are disrupting the industry they serve. If a disruptive company becomes well established in their market place, there is a greater chance of them becoming market leaders - as there won't be much competition.
So what type of company are you? Disruptive or additive?
I'll leave you with that thought.