Disruptive Approach: Explained
What is the key element for innovation and improvement in any field or methodology?
This question was the starting point of how I was able to reach my personal definition of “disruptive approach”. In order to have a structural and systematic development in any concept, team, procedure, organization, or system, disruption of the routine and traditional approaches is the prerequisite since effective improvements cannot exist without exceeding the current boundaries. With this in mind, we have an opportunity to enlarge the surface area of the previously outlined playground. So, I believe that there will be gradual developments in every field if we make the disruptive mindset a habit.
Disruption in Business
The Debut of the “Disruptive Innovation” Concept in the Business: This concept, which we see almost every day and are now familiar with, first appeared in 1995 by Joseph Bower and Clayton Christensen in a Harvard Business Review article. They defined it as the operation in which new and cheaper products enter the market through a “bottom-up attack” and then gradually overcatch established players. However, now, its meaning broadened to comprise almost any life-changing development in an organization, sector, or market.
Startups role: I believe with all my heart that startups are the ambassador of disruption in the field of business. When a company is successful and large enough, disrupting the existing value proposition and business model with structural innovations becomes too risky, especially due to the high pressure of “maintaining their healthy look and performance”. At this moment, startups, that have a strong focus on the deficiency that comes from a lack of innovations in large corporations, create value by covering up that insufficiency. The first example that comes to mind is the impact of Amazon on the marketplace concept. Since it enables people to shop from a single market, their disruptive approach and innovation have eliminated the small and independent moms and pops.
How can Startups meet the innovation need?: The answer to this question is hidden in the nature of entrepreneurship. Startups, by their nature, focus on an underrated specific problem and take a narrow and deep vertical position. Focusing on a specific problem allows them to make more coherent strategic decisions and to offer comprehensive, high-quality, and competitive products and solutions. Focus enables startups to create unique core capabilities, create alignment among their activities, and improve customer experience by understanding the expectations and providing what creates customer satisfaction.
In short, startups and entrepreneurship are going to be the major base topics in this new publishing, and above I simply explained how I position the startups in the business sphere. In the end, I want to thank my dear friend Gökalp for offering and encouraging me to start producing and creating our page: Startup But Not Unicorn…
