Overcoming the Execution Challenges to Disruptive Innovation:
Many companies have established what, in theory, are the building
blocks for disruptive innovation success. They have developed a vision of the future, committed resources, and even built dedicated, separate units such as Meta’s Reality Labs and Google’s X units. So, why is disruptive innovation so hard to manage? 🤔
Based on recent findings from Innosight (summarized from a fresh and insightful article linked in the comment), the root cause of failure often comes down to practical execution. Companies need to overcome four major challenges:
✔ Navigating the "fog of disruption": Disruptive changes produce complexity and uncertainty, especially during nascent stages. Most successful companies are wired for efficiency, so when they encounter complexity, they attempt to simplify it. This can lead to overconfidence in ultimately flawed strategies.
🎯 Advice: Companies should seek to rewire their organizations, developing an end-to-end process for managing uncertainty.
✔ Focusing on market development: Developing a killer product does not guarantee success. It doesn’t naturally mean customers will come. Yet companies repeatedly come up short in developing a market for their disruptive products.
🎯 Advice: Companies should look out for lower market barriers, invest in distribution and marketing capabilities and account for factors like switching costs and customer risk aversion.
✔ Mastering stakeholder buy-in: Disruption can be unsettling and scary to stakeholders. Investors may be impatient and skeptical. Employees may perceive such strategies as threats to the core business and their jobs. Customers may have questions about the company’s focus.
🎯 Advice: Companies should develop a clear communication strategy that aims to ensure that different audiences, with various concerns and questions, get complete information about the strategy.
✔ Creating a disruption-ready culture: Most successful companies are designed for efficiency, rather than disruptive change. They will mostly appoint a new leader to spearhead the disruptive effort and separate the new business from the core to protect and ensure it gets the right resources. These are important steps, but they don’t scale on their own. That requires directly addressing cultural challenges.
🎯 Advice: Rather than attempting to change culture broadly, companies should focus on changing behaviors that support specific business outcomes. They should also methodically identify underlying obstacles to these behaviors and use multiple interventions to encourage them - from formal organizational changes like incentive schemes to more informal 'nudges' that encourage behavior in direct ways.
Which further challenges to disruptive innovation have you experienced?
Do you want to discuss innovation beyond your core business? Please drop me a note!
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Product Owner | MBA | Corporate Strategy Expert
3yDr. Ralph-Christian Ohr Interesting that PWC champions dedicated experts for ideation, prototypes / projects. In my experience, "brown-field" (clear targets, architectural guardrails to drive "unfair advantage") associate challenges can deliver more with less vs. small specialized teams. Hopefully the "new normal" helps accelerate recognition that innovation capability is not reserved to titles or recognized Subject Matter Experts (SME), and that lasting benefits are achievable with infrastructures that leverage the capability and passion of associates: - less dedicated funding: $100K's per prototype / project --> $10K's per challenge - more shots-on-goal: SMEs generate solutions --> SMEs coach others - Laboratories/Competence Centers shift focus: producing vetted solutions --> facilitating scale-up success (brown-field criteria, politics, and process) and showcasing experiences that change beliefs If the region permits it, I encourage organizations with an excess of bandwidth and less cash, to investigate a pilot that keeps associates engaged, and creates new beliefs. As my experience is based on a view instances, it would be great to hear other's experiences as well.