From “Forrester ● Predictions 2019 Transformation goes pragmatic”
“Companies dreamed big in response to external pressures from evolving
and escalating customer demands (…) “
“But too many were not ready – some two to a lack of organizational
readiness (…) “
– – –
To act pragmatically means, first of all, to abandon the current vision of innovation: current innovation can only be disruptive.
Today, the market is deeply revolutionized by new people’s needs, by a new Demand (this is partly due to the economic crisis that forces people to buy only really useful products – in part to new needs that emerge bottom-up with the new practices developed by the Web and the Smartphones Apps).
So Disruptive innovation is a “revolution” of the context in which it operates. And Revolution means “radical change” (from the roots): a radical change of culture, of the mindset.
So it is a question of:
► it is not to make compatible the structures of the Companies: they can not be both the object and the subject of disruption (unless they develop disruption outside their structures).
► It is not a question of technological skills: the user-technologies (low-tech) 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.
► it is not (only) Consumer experience: it is not about “trying to connect to customers” lifestyles and habits “, but to develop really crowd-driven products with a Crowd empowering. Defining a new form of application: pro-active demand.
► it is not a question of Big Data, of analyzing data, but of interacting in real time with the Users (Smartness exists only when the processes take place in real time).