Disruptive Innovation and Digital Transformation

CHAPTER 3

Challenging the Innovation Mindset

Other disruptive innovation books describe various scenarios of incumbents fleeing from entrants, who create solutions that are better aligned with customers’ expectations; the incumbent ignores the entrant until it can no longer compete against the entrant’s lower prices; the incumbent concedes the low-end; eventually the entrant moves upmarket threatening higher margins and chasing the incumbent out of its market leadership positions. This book offers incumbents an alternative scenario. Given the option of foresight, it is likely that most incumbents would be better prepared to defend against these types of threats. Moreover, they can plan ahead for them. This does not mean that a decision to concede ...