It used to take years
or even decades for disruptive innovations to dethrone dominant products and
services. But now any business can be devastated virtually overnight by
something better and cheaper. How can executives protect themselves and harness
the power of Big Bang Disruption?
Just a few years ago, drivers happily spent more than $200
for a GPS unit. But as smartphones exploded in popularity, free navigation apps
exceeded the performance of stand-alone devices. Eighteen months after the
debut of the navigation apps, leading GPS manufacturers had lost 85 percent of
their market value.
Consumer electronics and computer makers have long struggled
in a world of exponential technology improvements and short product life spans.
But until recently, hotels, taxi services, doctors, and energy companies had
little to fear from the information revolution.
Those days are gone forever. Software-based products are
replacing physical goods. And every service provider must compete with
cloud-based tools that offer customers a better way to interact.
Today, start-ups with minimal experience and no capital can
unravel your strategy before you even begin to grasp what’s happening. Never
mind the “innovator’s dilemma”—this is the innovator’s disaster. And it’s happening
in nearly every industry.
Worse, Big Bang Disruptors may not even see you as
competition. They don’t share your approach to customer service, and they’re
not sizing up your product line to offer better prices. You may simply be
collateral damage in their efforts to win completely different markets.
The good news is that any business can master the strategy
of the start-ups. Larry Downes and Paul Nunes analyze the origins, economics,
and anatomy of Big Bang Disruption. They identify four key stages of the new
innovation life cycle, helping you spot potential disruptors in time. And they
offer twelve rules for defending your markets, launching disruptors of your
own, and getting out while there’s still time.
Based on extensive research by the Accenture Institute for
High Performance and in-depth interviews with entrepreneurs, investors, and
executives from more than thirty industries, Big Bang Disruption will arm you with strategies and insights to
thrive in this brave new world. Download and start listening now!