Our next topic in the Step Change Commercialisation Workshop series which allows members (and invited guests) to collaborate around ‘what stops us from delivering Breakthrough Products and Services’ will address the topic, ‘How to get better at collecting problems.’
Why focus on problems when they are all around us and we are generally being paid to deliver solutions?
It’s because incremental solutions are what we are comfortable with and are readily accepted by our organisations as they are typically low or minimal risk of failure. This is because we know how to do it. Unfortunately, so do the rest of the incumbents i.e competitors in our industry, as we all typically have the know how to imitate each other.
This is not how a disruptor thinks. Nor do they incrementally change the marketplace that they enter. A disruptor turns the market upside down with a new business model that adds substantially to the value that they deliver to their targeted customers.
How do they do this?
They look at the frustration that consumers are having with the current offering and they listen to what these consumers dislike about these offerings. Then, they look at how other industries have addressed these frustrations and adapt these solutions to fit the market conditions that they want to disrupt. This is why a true disruptor typically does not come from the incumbents of the industry but from outside of that market.
So why don’t we disrupt?
Typically, we are too focused on looking in the rear vision mirror as to what has made us successful and become risk adverse in wanting to maintain this basis and hence incrementally massage our offering.
Three Hargraves members, Suncorp, DuluxGroup and CSR will share with us how they go about capturing these frustrations, staying with the problem until they fully understand the issues that their customers face, and thinking like a disruptor about how they can then ensure that their offering solves that frustration and delivers more value to their customers than their competitors.
Hargraves Members are invited to participate and share collectively on 21 April 2015 from 9.30 am to 12.30 pm via a video conference workshop hosted in the Griffith Hack facilities in Sydney, Melbourne and Brisbane CBD's. Register now.
