The failure of most of the current innovation strategies stems from the fact that
the essence of Disruption is not yet understood:
Disruption Age is not a phase of improvement in the generation of previous products. But it is a “revolution” as was, for example, the industrial revolution.
In phases like this
our Society undergoes radical changes,
after which nothing is as before.
So in order to develop successful strategies it is necessary to understand that digitalisation is not disruptive innovation at all:
the new post-digital market is emerging.
It is not that technologies no longer have a decisive role in innovation, but now “low-tech” technologies have reached a level of useful performance (for the Customer) comparable to that of the hi -tech.
And so the challenge is to
be able to apply the human factor
to consumer technologies,
something that the incumbents (Managers and consultants) are not able to do.