The Focus

The three rings above show our three areas of focus
for business activities along the commoditization curve.

You can learn about commoditization and its role in innovation 

DC7 focuses on New-Market Disruptions-- innovations that enable a large population of people who previously lacked the money or skill to begin buying and using a product or service.  Typically, these new products and services do not match the quality of higher-end models, but gain market share by providing a practical and inexpensive way for non-discriminating non-consumers to participate in the market.  

Clayton Christensen (video) of the Harvard Business School is the architect of this concept of disruptive innovation.  Examples of disruptive technologies can be found here.  If you would like more details, check out Christensen's book The Innovator's Dilemma and the sequel, The innovator's Solution.

At the Gartner Symposium, Orlando 2011, we got to hear Dr. Christensen speak.  One of his notable comments: 

"I think if we're correct in our study ... that these kind of innovations that make it affordable and simple historically has accounted for almost all of the net growth in jobs in the United States.  All other kinds of innovations in one way or another don't create net new products and a lot of them suck customers out.  And one of the problems in America is we're not doing as many of these disruptive innovations of making things simpler and affordable as we did in the 1960s, 70s, and 80s."

DCfocuses specifically on three key areas across the whole spectrum of potential disruptive innovations.  The chart below shows the commoditization curve upon which all businesses live, and our three areas of focus.

Blue Ring: We look at how we can apply emerging product categories to existing businesses in innovative ways.

Green Ring:  We look at solutions that are currently custom-built and try to find markets where we can turn these solutions into viable products.

Yellow Ring:  We look at innovations coming out of research and how these can be cobbled together to provide unique and innovative solutions for existing businesses or end users.

more details?  Focus Continued