The science of self-disruption

Digital Reinvention
21/09/2023 Article
profile picture of Fatih Öğün

Fatih Öğün


Head of Strategy

In today’s business world, disruption is the name of the game. Regardless of the industry, disruption is becoming an important agenda item for many companies. When approaching customers, providing goods and services, or managing value propositions, disruption is always a concern. Furthermore, it is an ongoing process rather than a one-time phenomenon. Given the incredibly fast pace of technological change, disruptions in either products or business models are guaranteed (sometimes in parallel).

It is important to manage disruption in a pre-emptive manner. In other words: either disrupt or be disrupted. As business models are changing at an ever-growing speed, being disrupted can have dire consequences for a company very quickly. Many examples are available across different markets, from the textbook example of camera industry disruption to more recent examples of AI language models impacting coding discussion forums. Effective disruption strategies therefore need to be efficient and timely. In order to adapt, you may need to disrupt your own business as you decide that it is coming close to the end of its S-curve trajectory. 

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