INNOVATION IS MORE THAN JUST DISRUPTION

Innovation has always been the driving force behind progress, propelling societies towards new frontiers, and has become synonymous with disruption. In recent years, disruptive innovations have garnered significant attention, capturing headlines and shaping industries. Disruption is what people talk about. But does disruption really grasp innovation in its entirety??

Explore new ways of thinking about what is possible through non-disruptive creations?

Disruptive innovations are like earthquakes that shake the ground beneath our feet. They introduce revolutionary ideas, products, or services that challenge established norms. Disruptive innovations can overthrow entire industries, rendering existing solutions obsolete. Think of how ride-hailing services disrupted the taxi industry or how streaming platforms revolutionized how we consume entertainment. We at ILI.DIGITAL ventured into this realm of innovation and disrupted hundreds of business models by delivering our value proposition "We destroy your business model - on your behalf."

Then, we learned an important lesson.?

While our approach aimed to introduce revolutionary ideas and transform industries, it met resistance due to the high transformation costs, hindering scalability. We learned that disruptive innovations must be carefully balanced with the realities and assets of existing core businesses to ensure long-term success. Yes, disruptive innovations bring undeniable benefits but also might bring along social challenges, uncertainty, and unintended consequences.

This is exactly what we had to learn during a joint digital project with an international chemical company. Disruptive innovation only works if we link it to the core business and only if everyone in the project realizes that change always means opportunity. The mistake of us and a whole generation of industries was that we have implemented the link between innovation and disruption and also used it as a synonym for each other.

True innovation requires unleashing and orchestrating unconventional thinking outside the comfort zone of companies that need to resuscitate their sense of opportunities. Companies must be willing to reflect on their business models to extract even more significant benefits from new perspectives.

Disruption meets its perfect complement: non-disruptive innovation

Innovation needs to generate value - that′s key. Early in the 20th century, A. Schumpeter emphasized this and, at the same time, coined the term 'creative disruption'. This term describes the process of progress in which outdated structures are displaced and replaced by innovative technologies. It is defined further, that innovation is a new technology that replaces and revolutionizes what already exists. It considers technical progress in an economic context for the first time and thus lays the foundation for today's innovation theory. Today's innovation theory in industry emphasizes continuous adaptation, disruption, and collaboration to drive technological advancements and create sustainable competitive advantages in a rapidly changing global landscape.

To sum it up: value - yes; disruption – yes & no.?

Innovations can also provide added value without destroying or turning previous markets, services, or products upside down. There are still so many problems around us that want to be solved that we should no longer simply overlook. Non-disruptive approaches can create enormous added value, open new markets, and, above all, produce no adjustment costs for society.

While the term may be unfamiliar, the concept of non-disruptive innovation is not. Before aspirin, microfinance, viagra, online dating, or smartphone accessories – what was there? Everything from herbal remedies to unrealized dreams, just no market. These and so many other great ideas expanded the market and our possibilities without destroying existing businesses.?

In essence, innovation is nothing more than the implementation of an idea. In order to do so, we have to take into account a core competence of entrepreneurship that has been ignored for a long time: street credibility. The ability to recognize opportunities outside the world we have been trained by education and universities. Once again, we need a pragmatism-driven implementation mindset with a high level of opportunity intelligence.

Do not think outside the box, instead assume there is no box

The path to successful non-disruptive creations starts with identifying opportunities. To change something, companies need a sense for opportunities. A competence that manifests itself, among other things, in the willingness to recognize the potential in one's own work from different perspectives. This, along with a good overview and the courage to radically change perspectives, are the keys to setting the trend oneself. This is exactly where ILI.DIGITAL AG comes in. Our clients look for a specialist for innovation. A mobilizer with a sense for opportunities in the field of digitalization and the drive to implement ideas. A strong entrepreneur for more efficiency and growth - especially with the existing assets of a company. After all, the old formula still applies: Innovation is 2% inspiration and 98% perspiration.

When pursuing non-disruptive innovation, it is crucial to establish a connection to the core business. By doing so, organizations can leverage their existing strengths and expertise, ensuring a smoother integration of the innovation. Additionally, solving problems in a way that brings high value to customers will contribute to the overall success of the creation.

The process of realizing non-disruptive creations must prioritize both company and social benefits. This approach ensures that the innovation aligns with the company's goals while also contributing positively to society. It allows companies to move forward with purpose and make meaningful contributions without causing unnecessary disruption.

Non-disruptive creation understands that innovation isn't always about reinventing the wheel; it's about finding new opportunities to move forward.?

We have gone through the whole innovation journey. From innovation, as a disruption to a non-disruptive approach.?To save your time and effort, here are our five key take-aways, summarized under the term the ACAID-guide, that are essential for your future innovation activities, to unlock your business potential and to achieve the next level:

Activate?your sense for opportunities.?

Sharpen your awareness and adaptability to identify unexplored possibilities, fostering a keen eye for innovation prospects in the dynamic landscape.

Connect?to your core business.

Forge a strong link between innovation endeavors and your organization's foundational strengths, aligning new ideas with the essence of your business to drive purposeful growth.

Address?sustainable aspects (ecological, economic, social).

Embrace innovation with a conscious approach, considering the environmental, economic, and social impacts, ensuring a responsible and lasting contribution to society and the planet.

Integrate?new digital technologies.?

Embrace the transformative power of digital innovations, incorporating cutting-edge technologies into your processes and strategies to revolutionize and stay ahead in the digital age.

Do?it.?

Innovation is nothing without execution. Therefore, it is always true that only the person who makes an idea viable is an innovator - and not the person who has it.

Innovation has many faces. What works for one company does not automatically mean it will work for another. Every innovation has its own strengths and weaknesses, as well as its own pace. Innovation needs feeling, even empathy, to flourish where it is planted.

What are your thoughts?

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