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Zusammenfassung von Big Bang Disruption

Name: Big Bang Disruption
Rating: 4.1 (38 reviews)
Author: Larry Downes and Paul Nunes

Larry Downes and Paul Nunes

Business Survival in the Age of Constant Innovation

4.1 (38 Bewertungen)

20 Min.

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Strategie Innovation Unternehmertum

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Big Bang Disruption
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What’s in it for me? Equip your business to survive a big bang.

Billions of years ago, the big bang brought the universe into being. In the blink of an eye, all matter, all space-time, suddenly was. Today, businesses burst into markets as our universe once burst into the void, creating unforeseen market possibilities and decimating the markets that came before.

These companies are Big Bang Disruptors.

Obviously, it’s best to be one of these companies, but, if that’s not possible, it’s crucial to understand the process of Big Bang Disruption. And that’s what these blinks are all about.

Learn about the four-stage life cycle of disruption, and along the way, become well-acquainted with the 12 rules of disruption survival. Whether you’re plotting a big bang of your own or just trying to figure out how not to get blown away, these blinks will help you in the ever-changing multiverse that is the modern marketplace.

You’ll also find out

when to seek out truth-tellers;
what’s probably in store for AOL; and
why it’s wise to relax about strategy.

Exponential technologies enable innovators to upset markets by creating low-priced, high-quality products.

Remember paper road maps? Those awkwardly large, folded sheets that once hibernated in almost every glove compartment, waiting to be consulted by turned-around motorists? Today, these unwieldy guides, with their fold creases and crackling pages, are all but extinct.

Analog roadmaps went out with a bang – the big bang that was the introduction of GPS systems to the driving public. In 2000, Garmin, a company whose sales had increased throughout the 1990s, sold three million GPS devices while the sale of paper road maps began to decrease.

At the time, relatively inexpensive GPS was an example of a Big Bang Disruptor: an innovative product that’s both superior to – and, usually, more affordable than – competing products on the market.

But it wasn’t long before Garmin’s devices were blasted away by another big bang.

In 2009, after the advent of the smartphone, Google introduced Google Maps: A service that, because it was free and easy to update, could be improved at a pace equal to modern-day needs. From the moment it hit the market, it proved to be the best and cheapest navigational technology available – and it still is.

But what made it possible for Google to oust Garmin just as Garmin had ousted analog maps? Well, Google took advantage of exponential technologies.

For a technology to qualify as exponential, its performance and value must have a pattern of exponential increase – doubling, for instance, on an annual or biennial basis. Cloud-based computing – data-processing or data-storage software that runs online – is one example of an exponential technology.

Equipped with such technologies, a Big Bang Disruptor can upend an established market.

This is exactly what Google did. In fact, Google Maps leverages the power of cloud-based computing, as well as taking advantage of the internet and smartphones.

All this means that Google is able to offer Google Maps for free. Indeed, it’s now the default app on pretty much all smartphones, which guarantees that it’s used by millions of people every day.

It’s hard to imagine a bigger bang than that.

Big Bang Disruptors have three characteristics: undisciplined strategy, unconstrained growth and unencumbered development.

If you don’t want to get obliterated by the next big bang, then you should learn how to spot disruptors before the disruption begins. Luckily, this isn’t so hard to do, as all Big Bang Disruptors have three characteristics in common.

First, they use undisciplined strategy. Businesses of yore tended to limit themselves to a single “market discipline.” That is, they’d conduct a considerable amount of research and do a great deal of strategizing before bringing a product to market. If the analysis indicated that the potential product wasn’t superior to, or cheaper than, competing products, then it was a no-go.

Big Bang Disruptors have a four-stage life cycle: the Singularity, the Big Bang, the Big Crunch and Entropy.

We live in a cyclical world. The things that are today will, at some point, no longer be. And Big Bang Disruptors are no exception.

Each Big Bang Disruption goes through a four-stage life cycle.

During the Singularity stage, pay attention to three things: truth-tellers, timing and experimentation.

If you sense that a company has entered the Singularity stage, your best defense against the impending market explosion is to simply play along and get ready to do some disrupting of your own. Doing this is a matter of following three rules.

First off, hunt down and talk to the inquisitive individuals who’ve taken the time to gain an expert-level understanding of your industry. These people – we’ll call them truth-tellers – will be able to help you forecast how emerging technologies and cutting-edge strategies may affect the industry’s future landscape.

When the Big Bang hits, be braced for “catastrophic success”, seize “winner-take-all markets” and create “bullet time”.

Boom. The Big Bang hits – and everything is changing, fast. Old markets are abandoned as customers are drawn to the new one like iron filings to an all-powerful magnet.

You’ve survived the Singularity, and, luckily, you’re part of this new market. That means it’s time to start following the next three rules.

To get through the Big Crunch, anticipate saturation, harvest the value of assets and quit while you still can.

During the Big Bang, market disruptors will generate a great deal of value and profit. As one of them, you’ll be feeling pretty optimistic. But remember, even during this exciting ascent you should prepare for decline. The next stage in the disruption life cycle is never far off.

When the Big Crunch begins, the disrupted market will reach saturation point, and all your inventory and capacity could become useless.

During the Entropy stage, avoid black holes, reconfigure your business and seek new Singularities for your products.

So you made it through the Big Crunch. But now you’ve got to survive the final stage in the Big Bang Disruption life cycle: Entropy. There are three rules that’ll help you do this.

The first – rule number ten – is to avoid black holes. After being disrupted, a market can soon turn into a black hole, as customers leave and take their business to the new market created by the big bang.

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Worum geht es in Big Bang Disruption?

Big Bang Disruption (2014) explains how disruptive innovations are endangering many of today’s businesses, and how to keep your business alive despite these disruptions. It describes the four stages of market disruption and provides 12 rules that’ll help you get through them.

Wer Big Bang Disruption lesen sollte

Executives and managers
Investors and entrepreneurs
Economists and strategists

Über den Autor

Larry Downes is an internet industry analyst whose columns for both Forbes and CNET discuss the effects of disruptive technology on policy and business. His other books include Unleashing the Killer App (1998) and The Laws of Disruption (2009).

Paul Nunes is the global head of research at the Accenture Institute for High Performance and a senior editor at Outlook, Accenture’s journal on leadership. He’s also the author of Jumping the S-Curve (2011).

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