Digital Disruption
by James McQuivey
M2- School of Communication - Agathe JOUBERT

What is Digital Disruption?

Definition by the author



Rethink the entire business not just one’s technology portfolio
Require to behave like a digital disruptor
The power of Digital Disruption

Ex: Thomas Suarez 13 years old boy and his apps
Earth Fortune
Digital Innovators + Digital Infrastructure =
Digital Disruption

What is Digital Disruption?

How to adopt and be in the Digital Disruption

Adopt a Digital Disruption mindset

Behave like a Digital Disruptor

Disrupt yourself
Think differently

Digital disruption is a mindset that ultimate
leads to a way of behavior

Need to change the approach of companies

Ex: From “make products” to “give to
people”
Main idea: give to people something they really want?

What is inside this new mindset?

A tendency to use and create free digital tools:


Nearly Free


Totally free
Essentially free
Aggressive exploitation of digital platforms
(Apple, Amazon, Google)

Ex: Lose it!

A perpetual relationship with clients

Treat failure as feedbacks to improve

What is inside this new mindset?

The customer is ultimately in charge of your
strategy

Disagree with the Maslow’s hierarchy

The 4 fundamental humans needs:
Comfort
Variety
Connection
Uniqueness

How to behave as a Digital Disruptor ?

Need to apply the theory of innovating adjacent possible
1.
Seek the adjacent possible
2.
Depend on convergent adjacencies
3.
Persist in the paths of innovation
 The preference to innovate through rapid, focused pursuit
of adjacent consumer benefits

Give to your customer total product experiences

Apply his
CBSP checklist:
Consumer: What your target really needs ?
Benefits : What is the next thing that customer needs ?
Strategy : Identity measureable success
Product : Think about our innovation in our product

Methodology to Digital Disruption

Analyze 3 things in your company: Energy, Skills and
Policies

Disrupt your process to digitally disrupt your product
experience (ex: Headband Zeo)

3 Questions: HOW, WHO, WHAT
How can we disrupt ourselves?
①
Establish Digital Disruption as C-level priority
②
Identify the barriers between departments in the
company
③
Design small innovation teams to identify disruptive
opportunities
④
Make all indirect competition explicit and learn from it

Methodology to Digital Disruption

3 Questions: HOW, WHO, WHAT
Who do we need to track? 1st Consumer
①
Identify the fundamental customer needs you meet or
should meet
②
Put yourself in your customer’ shoes and ask what benefit
they want next
③
Construct a list of adjacencies possibilities for your
customer then identify that are possibilities for your
companies.

let the customer’s needs and benefits be your guidance
(use the CBSP model)

Methodology to Digital Disruption

3 Questions: HOW, WHO, WHAT
What our new product experience looks like?
Create a Total Product Experience
①
Build a digital bridge into your product experience
②
Use totally, nearly or essentially free digital tools
③
Partner promiscuously
④
Measure differently: the ROD
⑤
Accept and expect failure

The next Disruption?
The power of one
Living a Data minded life
Share and Share a like
The disposable company: need to rethink the firm, need to be
create on a particular task defined by its collaborates and it will be
always on an open market, open to new investment at any time.
Regulation becomes obsolete

Thank you
Now, do you think you are Digital Disruptors ?