Digital Disruption: Unleashing the Next Wave of Innovation by James McQuivey

Author:James McQuivey [McQuivey, James]
Language: eng
Format: mobi, azw3
Publisher: Amazon Publishing
Published: 2013-02-25T14:00:00+00:00

Think this doesn’t apply to you? Well, I once sat across the table from a consumer insights expert at one of the largest consumer packaged goods manufacturers in the world. She had recently heard me give a speech about total product experiences and her first reaction was that she was unimpressed.

“Sure, that’s true for technology and other innovative products, but I’m selling feminine hygiene, shampoo, and toothpaste,” she explained. “These are not digital products.”

Then she went home and checked it herself. She jumped onto the Apple App Store and started searching for the same keywords that she routinely used in marketing campaigns and search engine optimization exercises for her products. What she saw practically made her jaw drop.

As she later told me, “There were hundreds of apps designed to help women track their monthly cycles, develop regimens for skin care, or track their pregnancies. And that’s when I realized that these total digital product experiences were already happening, using technology my customers already have in their hands, and effectively removing my influence from the products and services that those total product experiences were promoting.”

I couldn’t have said it better myself.

If you’re feeling a sense of urgency, good. But you may also be feeling a sense of impending doom. If you’re like most people in most companies, you are not sure your company can do all of this. You’re not sure your company can adopt the digital disruptor’s mindset or behave like a digital disruptor. You realize that you must first unleash the digital disruptor inside your organization before you can let that digitally disruptive energy out on the marketplace. It’s time to disrupt yourself now.

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