Differences between disruptive and sustainable
can only be based
ON DISRUPTIVE INNOVATION.
That is, it is necessary first of all to understand that
● THE CURRENT CRISIS is carried by mindset and obsolete tools: from the inability to face the changing times (new needs of people) with a new approach.
● INNOVATION is an action that leads to produce solutions that really change things for the better (innovation is the essence of the Progress of Man).
● Disruptive is the side effect
● Sustainable is a product quality
And therefore it is necessary to understand that:
● DISRUPTION is not a goal of innovation, but simply the side effect of an innovation action in changing times (it is not a product quality!). Because if you really change things for the better in a crisis phase of the Society, you however create a disruption compared to the obsolete solutions of the moment (Market and Governance).
● SUSTAINABLE is instead a goal of Innovation: a quality that indicates that the product can be sustained without problems (problems) both by the User and by the Society (and by the Environment).
A real innovation
in changing times
can only be disruptive,
because in this situation it is necessary to reformulate Vision, Business model, product design and production methods of distribution.
In other words, in changing times whitout disruption there can not be real innovation.
the great Firms of the Market
are not able to
do real (disruptive) innovation
because they try to solve problems with the same models and tools that created the crisis condition.
For example, in the new dimension of the "Automotive" Market it will be easier to produce Cars for a "washing machine manufacturer" (or consumer electronics) than for an automotive player.
Disruptive innovation is not based on technologies
To understand the real meaning of Diruptive innovation it is necessary to understand that it is a process that is not based on technologies at all.
One of the causes of the market crises is that today one thinks of hitting the public with a Marketing based on the "special effects" of the "new technologies".
The problem is that
in times of crisis like the current one, Consumers have to fall back on PRODUCTS THAT CAN SATISFY REAL NEEDS
(they can no longer afford to buy products to satisfy "emotional needs").
The fact is that now
the user-technologies now can satisfy the vast majority of people's needs.
The success of a product no longer depends on an improvement in technologies, but on an addition of MORE VALUE (VALUE-USEFUL) TO THE PRODUCT.
Note that the real post-war business (WW2) were not power lines or power plants, but (1) Utilities related to electricity: appliances. And subsequently, (2) the development of content (frozen food, TV programs, etc.) of these technological tools.
That is, the business in the technology sector has in fact always been based on development
of a value that overlaps with that of technologies.
Innovation today consists in "inventing" NEW FORMS OF USE VALUE OF THE PRODUCT.
This useful-value is a "service component" of the product (product as service).
In fact, a new generation of Smart products is emerging, in which the economical consumer technologies allow it to carry out forms of service for the customer.