In the Disruptive Age market,
in order to satisfy the new Demand first of all
it is necessary to redefine your mindset.
In order to be able to conceive products that represent the leap forward that it is necessary today to satisfy the new Demand, it is necessary to make a leap in the way of thinking.
More specifically, it is necessary to develop ideas (strategies) through the following steps:
1) Deconstruction of the traditional concept of the product
The deconstruction of the product concept
officially adopted in the market
INCREASE THE POSSIBILITY
TO IDENTIFY NEW PRODUCT POTENTIALITY.
In other words, it is about re-defining the concept of the product in a wider way. To be able to imagine how we can extend its potentialities (to satisfy additional Customer needs).
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An example of deconstruction of the concept of the product, which allows to go beyond the original concept: it was possible to broaden the concept (vision) of the “portable phone” when we ceased to think about the product as “a telephone”. In this way, on a first level, we have been able to broaden the vision of the product, which has become “a telephone with a screen that can display text”.
This new concept of the product made it possible to invent SMS messages, which caused disruptive leap to telephone communications.
This first level of innovation has allowed new players such as Nokia to enter the market.
Note that Nokia and Ericsson were born where the needs for independent landline telephone communications were stronger.
In this way, among other things, a first step was taken towards “phone” as Product as a Service°: although with a still very limited (non-disruptive) vision, SMS messages allow to evolve the methods of private and work communication. And the first forms of alarm clocks were created (which represented a disruptive evolution compared to the paid “wake-up” services available on the fixed telephone).
In this phase the innovators were able to literally eliminate from the market the incupbents of the moment (think of the ridiculous case of Telecom Italia that was trying to develop the portable landline phone in the DECT format).
2) Moving the focus from the specific field (widening the scenario)
On a second level the concept of the telephone was further deconstructed,
widening the product vision
so that
IT COULD BE INTEGRATED IN IT
NEW POTENTIAL NEEDS OF THE CUSTOMER.
In other words, a real disruptive innovation has developed, with which by shifting the focus from the specific area of use, widening the product’s vision, a strategically relevant improvement of the potential needs to be met has been obtained.
<see The need to understand the future scenario to understand the value of disruptive projects >
In fact, that is, in this way we have managed to imagine a new scenario of use that incorporates new modes of user (mode related to needs not yet satisfied): with a new disruptive vision new forms of value of the product [Useful Value °] have been developed that are appealing to the consumers.
<see The post-digital World: we need to focus on human oriented innovation >
This further process of evolution of the concept of the “mobile phone” has allowed to revolutionize the product transforming it into a Smartphone: a universal electronic device (which also has the telephony functions).
The new product allows you to introduce radically new features: video chat, web browsing, etc.
In this way, not only the first incumbents like Nokia and Ericsson have been thrown out of the market. But also innovators like the Blackberry producer.
It is important to understand how at this stage we start to bring the focus of innovation from technology to the useful value for the user.
<see The role of technologies in innovation>
3) Product integration in an eco-system
In a third phase of disruptive innovation, it is a question of going beyond the concept of a stand-alone product,
passing from the idea of a product connected
to that of
A PRODUCT INTEGRATED IN AN ECO-SYSTEM.
<see Integral Innovation – Innovation Ecosystem>
With a further disruption of the concept of the product we arrive to imagine the scenario of use of the product as
an eco-system in which more products interact
TO CREATE IN THIS INTERVIEW,
A NEW FORM OF VALUE.
The Internet of Things is a crucial element in this phase.
In this category, for example, it is possible to monitor your home in video, and to “remotely” devices in it (heating, etc.).
