Innovate to create and dominate a new market

Through Disruptive Innovation, a company creates and dominates a new market. It overpowers its competitors by creating an advantage they cannot match.

        Challenging the market mental model

Disruptive Innovation’s virtue is to challenge the mental model that existing market players take for granted. This is possible because markets are constantly changing. New technologies make new applications possible. Social changes alter consumers and companies’ priorities. Economic or environmental issues transform behaviors. Disruptive Innovation challenges at least one of 3 aspects of the market mental model :

• Customers’needs : Disruptive Innovation addresses latent needs that were not distinctly expressed before.
• Business Model : Disruptive Innovation brings a new business model that provides overwhelming value.
• Industry structure : Disruptive Innovation establishes a new relationship between market players : suppliers, partners and distribution channels.

        Raising the fog and leading the way to success

Despite its advantages, Disruptive Innovation is difficult to execute for companies. It requires to detect weak signals and check whether the market is ripe for disruption. It diverges from comfortable established strategies. It propels the company teams into  uncertain and unknown territory. Management teams feel like wandering in the fog. FarWind Consulting’s mission is to raise the fog and lead the way to success.