How can you use disruptive innovation frameworks to create new markets?

1 What is disruptive innovation?

Disruptive innovation is not just about creating better products or services, but about changing the rules of the game and creating new value propositions that appeal to different segments of customers. Disruptive innovators often start by targeting the low-end or niche markets that are ignored or underserved by the incumbents, and then gradually move upmarket by improving their offerings and capturing more value. Disruptive innovation can also occur when new technologies or business models enable new ways of satisfying customer needs that are not addressed by the existing solutions.

3 How can you use the jobs-to-be-done framework?

One of the frameworks that can help you identify disruptive opportunities is the jobs-to-be-done framework, developed by Christensen and his colleagues. This framework suggests that customers hire products or services to do specific jobs that help them achieve their goals or solve their problems. By understanding the jobs that your customers are trying to do, and the outcomes that they seek, you can design solutions that are more relevant, useful, and satisfying for them. You can also discover unmet or underserved jobs that can be the basis for disruptive innovation.

5 How can you use the lean startup method?

A third tool that can help you execute disruptive innovation is the lean startup method, popularized by Eric Ries in his book The Lean Startup. This method helps you test and validate your assumptions and hypotheses about your customers, your value proposition, and your business model, using a build-measure-learn feedback loop. By building minimal viable products (MVPs) that deliver the core value of your solution, you can measure how your customers respond and learn from their feedback. By iterating and pivoting based on your learning, you can improve your product-market fit and achieve product-market growth.

6 How can you use the business model canvas?

A fourth tool that can help you implement disruptive innovation is the business model canvas, created by Alexander Osterwalder and Yves Pigneur in their book Business Model Generation. This tool helps you map out the key elements of your business model, such as your value proposition, your customer segments, your channels, your revenue streams, your cost structure, your key resources, your key activities, and your key partnerships. By using the canvas, you can visualize and communicate your business model, and explore and test different variations and scenarios that can make your business model more disruptive and sustainable.