The Effect of Big Data on Disruptive Innovation

Everyone wants to be a disruptive innovator these days. Ever since the term first made it’s way into our collective consciousness, people have been „disrupting“ everything from coffee to computers. I see those people every day.But while being disruptive is undeniably cool, there are only a few ways that true disruptors truly change their industry, and sometimes, the world. Those include:
  • Being able to do the same thing significantly cheaper
  • Being markedly easier to use or do
  • Create a business model that is unlike anything seen before (and, of course, massively profitable)
That’s easier said than done, and in most cases, true disruption requires all three of these things to come together. When they do, at the intersection of these three pillars, you find something that is truly remarkable.

Disruption Is Harder Than It Used to Be

Disruptors are typically the scrappy underdogs, creating products and services that undercut major industry players, and sometimes even earning cult status with their customers. AirBnB is a good example of this, as is Uber, both of which gave their users new spins on old ideas, saving them time and money.The trouble is, just as the internet that was once a vast empty space looking to be filled is now crowded with long forgotten blogs and ugly corporate websites, true disruption is becoming harder, the more entrants they are into the crowded marketplace.It’s not as easy to have a big idea, launch it and play fast and loose with development, pivoting multiple times before finding your niche. These days, you’re likely to find your niche occupied before you ever get there.

Big Data Helps

Since you can’t just throw things at the proverbial wall and hope for it to stick these days, you need to adapt to the changing business conditions, and one of the best ways to do that is to harness big data.Big data makes it easier to sketch out accurate customer personas, and tailor both product and promotion to their needs. It tells established companies and startups who their customers are, what matters to them, and where and how they spend their money.Since you already have a good idea of what they want, where they plan to get it, and how much it’s worth to them, it streamlines most of the development and marketing process, making it easier for even small, bootstrapped upstarts to turn their big ideas into genuinely disruptive, potentially cult inspiring products.The good news is that whether you’ve already started your company and are struggling to get traction, or you’re still just dreaming of becoming the next Apple of your industry, big data can help you to streamline, and change the focus of your efforts.Because focused ideas and targeted marketing plans are the difference between massive success and mediocre struggling.
Stop trying to keep up. Start getting ahead!

Stop trying to keep up. Start getting ahead!

Martech is a complex topic where technology and processes are constantly evolving. I’ve tried to make sense of this complex industry by explaining ideas in an unbiased way, looking at events and technologies holistically, and shining a light on participants and practices when warranted.

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I am passionate about activating ideas, people and spaces to create innovation and learning networks that transcends organisations, sectors and countries.