How do you perceive the word "disruptive" , when talking about a new product
When you hear that a new product is “disruptive”, do you think first of the benefit that it may bring to you, or do you perceive it to be a marketing gimmick for the company selling it? Or is it something else?
Evolvement of the consumer product usually going by incremental improvement of the characteristics, for example smart phones. In this matter I will take word "disruptive" for modular smartphone (unfortunately now stopped) , when significant capability is added. Other word similar is "breakthrough" which no anymore a buzz word in marketing (tear and wear effect)
I think the term may be overused and imply that a product or service will create or transform a market but actually be hyped by marketing.
Over my fifty years of observation of markets there have been transformational products that impacted a market and spawned more competition in response to the initial event.
Transistors, lasers, networking communication, the desktop computer, Google, Facebook, Apple in several areas, GPS systems, to name a few. But within a market as it is emerging I agree that once the breakthrough has reached a critical success point much of what follows is evolutionary.
Add to my list of long term successful disruptive innovations CRISPR gene splicing and repair capabilities, and the seemingly endless application of Artificial Intelligence to every market segment and processes found within each.
But CRISPRs promise is one that has the potential to impact every life globally in a significant manner, and will have a future time ripple effect that we cannot fully imagine.
Likewise, AI will be embedded in an inestimable number of applications, products, services.
But consider that CRISPR and AI together clearly bring new meaning to the term disruptive innovation. The sum of the two bringing about massive global economic impacts.
I submit that were we to have commercially viable fusion energy production we would experience multiple disruptions to a number of industries and markets that could benefit from a new energy production cost point. A lower cost energy producing technology will transform a great number of businesses, and alter manufacturing processes far more than other disruptors like solar and wind power.
For me, "disruptive" means going beyond incremental innovation into the realm of "transformational" innovation. It's hard to define perfectly, but you know it when you see it. Netflix disrupted Blockbuster Video. iPhone disrupted flip phones. Digital photography disrupted film. Automobiles disrupted horses. Typically, when I see true disruption, it is accompanied by the bankruptcy or near-bankruptcy of the incumbent because it's a big deal.
I see it depending on the context. Disruptive, within the description of a particular technology within a business plan, it means that the technology will be able to transform the landscape of existing technologies and self-impose as the technology of choice. This will be due to higher efficiencies, lower costs, and a considerable better connection between products and consumers, and such benefits would be accompanied by numbers and business cases. If it is within the marketing context, I see the term "disruptive" as slightly negative or as gimmick. The reason is that disruptive companies rarely portray themselves as "disruptive" (e.g. Apple, Microsoft, Netflix, etc), but rather bring products and technologies to the market that are finally accepted as disruptive. The reality is that all these disruptive products face in many cases a considerable level of resistance from the status quo and are only finally confirmed as disruptive by the markets.