Crossing bridges

There’s a reason that most marketers advise us to sell things to people who are already buying: getting something important into the hands of people who have never had it – and doing it in a way that makes a sustainable difference – is difficult. An incremental improvement on a single axis is unlikely to be enough: You’ll need to…

Overcoming barriers

With this in mind… How does what you offer reduce the barriers to people consuming something important to them? In other words, how do you make it easier (or even possible) for them to get the job done? How do you (dramatically) lower the price? How do you make it available in places where it hasn’t been before? How do…

Efosa Ojomo on market-creating innovation and overcoming barriers to consumption

This is a powerful lens for thinking about how to unlock possibilities and bring about change, drawing on the work of Clayton Christensen. Market creating innovations are innovations that transform complicated and expensive products into products that are simple and affordable so many more people can afford them. Those people who historically could not afford existing products on the market…

Tom Peters on the dull old days / life before “disruption”

“It is the conceit of every age to say that we live in confusing times compared to the placid age the prior generation experienced.” Henry Mintzberg While we’re on the topic of perpetual and accelerating change, here’s a helpful reminder from Tom Peters: I like to laugh at myself as I huff and puff and proclaim these to be times…

Resources: Clayton Christensen on disruptive innovation

Clayton Christensen’s The Innovators Dilemma is a business classic, providing a framework for understanding how technological or business model innovations (or more usually, both) allow new businesses to gain a foothold in markets or to create new ones. It’s been hugely influential – and has come in for its share of criticism. This post contains links to a range of…