#leweb - Should we innovate or disrupt?

Adam Tinworth
Adam Tinworth

Brian Solis

Liveblog of Brian Solis talking at LeWeb Paris 2013

The next 10 years are either going to happen to us, or because of us. Disruption isn’t what we set out to do – it arises because of what we do. Innovation introduces us to something, disruption is what changes our life. Constant racing for innovation might not be as valuable as we think.

Applying design thinking or systems thinking identifies the problem, and brings solutions to life. Visions is powerful. It benefits from empathy. It can disrupt markets.

We are beaming more connected – we’re becoming Generation C. Teenagers can only concentrate on homework for six minutes before they turn to a device or social network. People take selfies in front of a suicide. How do you inspire empathy in these people? Can we avoid just feeding this ecosystem.

Über was inspired by a bad, snoy day in Paris. Now, all over the US< governments are trying to get it shut down. You know you’re creating disruption when that happens.

Do you want to be the first to market – or the second mouse? The second mouse gets the cheese in the mousetrap?

Sliced bread was a platform – it created a market for things to go on it, or between it. Second movers in a market often amke the most money from it – as long as they learn from the first mover. The best innovators do their homework. They don’t believe they were the only people with the idea…

Apple takes a design-thinking approach to the market. That’s why no-one in the audience has the Galaxy Gear watch – but the majority would buy an Apple watch.

Square was inspired by a glassblower’s inability to take credit cards. Twitter changed news – news doesn’t break, it tweets. Instagram moments replaced Kodak moments.

People talk about what they do, and they how they do it. Few talk about why they do it. If you start with “why”, you’re already empathetic in your approach.

This is how you do it:

  • Empathy – identify the problem
  • Context – understand its context
  • Creativity – come up with many solutions
  • Rationality – apply logic to figure out what to do next.

Then you build your business on these three pillars:

  • Vision
  • Knowledge
  • Resources

Google published its Eight Pillars of Innovation. It breaks down how the company promotes innovation.

There are pillars of failure, too: belief that you can’t fail, and poor people around you. Bad habits or misconceptions can ruin you. Failing to recognise that being a platform can be the critical element is another big one.

brian soliscorporate culturedisruptioninnovationleweb13

Adam Tinworth Twitter

Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.