The never-ending cycle of disruptive innovation
“Disruptive innovation” probably doesn’t mean what you think it means. The term was first coined by Clayton Christensen on his “The Innovator’s Dilemma” to mean when a company creates a simpler, cheaper offering of some product or service and wins customers that are overwhelmed by the more complex and expensive offerings of established players .
Let’s take the example of Salesforce. A disruptive innovation attacking Salesforce would be Pipedrive: a simpler, cheaper version of Salesforce’s CRM system (sales force automation??) that gets the job done fine but for less of a hassle.
Here, the concept of a “job” is important: a job, or job-to-be-done, is the actual progress a customer can make given a set of circumstances. Sales managers probably need more process, organization, data, and therefore buy a software product and some services to do that, which is Salesforce.
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