Disruptive ideas are very threatening to the establishment, or whoever owned that marketspace before. They may be products or technology like the iPOD, catheter surgery in the case of Boston Scientific, or they can be processes or services like Amazon or eBay. They can lead to dramatic changes in the field to which the idea applies. That can mean different people will use and control it.
So how do you overcome the resistance of the establishment (could be academia, professional societies, big companies, the government, etc.)? Hire PR? Most of the PR and advertising guys are great if the idea is accepted, lousy if the idea is not accepted. Your goal is to get it accepted. And that to me is the fun part of business. New ideas grow best with viral approaches and that’s all about relationships and reputation.
John Abele describes more of his strategy for taking disruptive ideas to market in this interesting blog post (Jul 2007) - @ Xconomy blog
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