- Tapa dura: 171 páginas
- Editor: Amazon Publishing (26 de febrero de 2013)
- Idioma: Inglés
- ISBN-10: 1477800123
- ISBN-13: 978-1477800126
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº259.451 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Digital Disruption: Unleashing the Next Wave of Innovation (Inglés) Tapa dura – 26 feb 2013
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The barriers to entry in your market just vanished. Unexpected competitors are swarming in. Are you ready?
You always knew digital was going to change things, but you didn’t realize how close to home it would hit. In every industry, digital competitors are taking advantage of new platforms, tools, and relationships to undercut competitors, get closer to customers, and disrupt the usual ways of doing business. The only way to compete is to evolve.
James McQuivey of Forrester Research has been teaching people how to do this for over a decade. He’s gone into the biggest companies, even in traditional industries like insurance and consumer packaged goods, and changed the way they think about innovation. Now he’s sharing his approach with you.
McQuivey will show you how Dr. Hugh Reinhoff of Ferrokin BioSciences disrupted the pharmaceutical industry, streamlining connections with doctors and regulators to bring molecules to market far faster—and then sold out for $100 million. How Charles Teague and his team of four people created Lose It!, a weight loss application that millions have adopted, achieving rapid success and undermining titans like Weight Watchers and Jenny Craig in the process.
Regardless of your background and industry, you can learn how to be a digital disruptor too. First, adopt the right mindset: Take risks, invest as cheaply as possible, and build on existing platforms to find the fastest path to solving a customer’s problem.
Second, seek the “adjacent possible”—the space just next to yours where new technology creates opportunity. That’s how Benjamin Rubin and Paolo DePetrillo of Zeo created a $100 sleep monitor that does much of what you’d get from a $3,000 sleep lab visit.
Finally, disrupt yourself. Use these tools to make parts of your business obsolete before your competitors do. That’s what Tim FitzRandolph did at Disney, creating a game that shot to the top of the app store charts.
With the tools in this book you can assess your readiness, learn the disruptive mindset, and innovate rapidly, starting right within your own business.
Biografía del autor
James McQuivey is a vice president and principal analyst at Forrester Research and the leading analyst tracking the development of digital disruption. He comments regularly in the New York Times and the Wall Street Journal and has contributed to the websites of the Harvard Business Review, The Economist, and Forbes. He also appears frequently on news outlets like CNBC and NPR. McQuivey lives in Needham, Massachusetts, with his wife and the four youngest of their six disruptors.
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‘People + Infrastructure = Disruption’ forms the key sections of the book. The discussion rallies around a few guideposts in drawing up a digital strategy – the following is a list I gleaned (not necessarily in the order in which they appear in the book) that I found myself adopting into my consulting practice :
1. Don’t fall into the trap of thinking about the incremental product features but ask yourself what the adjacent benefits the customer derives from your offerings. The book presents an alternative framework to Maslow’s Hierarchy of Needs– Comfort, Connection, Uniqueness and Variety that people desire. Map the product experiences to these needs.
2. In the digital environment, practices for establishing and maintaining barriers to competition matter little and are counterproductive. What matters is ability to deliver value to the customer. Such value comes from seeing what customers need.
3. The discussion on infrastructure includes my favorite topic of the power of digital platforms. Digital Platforms are what the railways or highways were to businesses in the last century. They facilitate one to innovate the adjacent possible; by providing the opportunity for rapid innovation cycles and learning from the inevitable failures. Digital platforms are available to everyone; and are perfectly suited for large companies to exploit without exorbitant investments.
4. The excitement of the developments in digital technologies is that the distance between an idea and the digital realization of that idea is now shortened. The impact comes from the fact that if ten times as many people can participate in bringing ten time as many ideas each to market, only one or two of those ideas need to succeed in order to completely disrupt your business
5. The case studies in the book span internal incubation and external partnering strategies that one could pursue in their digital innovation journeys
6. The book overall does a great job articulating what you as a leader of the digital disruption journey of your company should focus on doing – rapidly identifying a list of the next things your customers want and quickly giving them the few that are easiest for you to deliver. The key message is - Stop trying to predict the future of your products, focus instead on the next possible thing your customers needs and let the future find you !
While I find the emphasis on finding the ‘next adjacent customer need’ a strong lynchpin for ideas on digital disruption, it is not complete in itself in my opinion. Perhaps the next edition of the book would benefit from it if it included:
- discussions on exploiting hard usage data as an asset for pointing to ideas for digital disruption
- structured analysis methods to get at the 'adjacent possibilities'.
- the challenges unique to larger companies in drawing up their digital strategies – eg., branding, how you put digital at the heart of your business while not abandoning your legacy
Rather than taking the doom-and-gloom approach commonly favoured by those who find their markets being eaten away by new entrants who are offering better quality services at impossibly low prices, this book focuses on how you can become a digital disruptor. The author’s advice includes:
• How to change your mindset to change your business
• How to use free or almost-free tools to solve business or market problems
• How to use digital platforms for rapid deployment of new products and for building and maintaining customer relationships
• How to understand customers’ needs for comfort, connection, variety and uniqueness
• How to create a quick list of the next things your customers will want
• How to deliver total product experiences
The author promises not only that digital disruption is a possibility for your company’s future, but that it is the only possibility. I am not fully convinced about that – it seems to me that plenty of businesses are likely to survive for many years to come without embracing digital disruption – but the book does provide some useful insights into how you can become a perpetrator rather than a victim of the changes which seem inevitable.
If you are looking for a "how to" book on how to become digital you are not only looking in the wrong place, but you are also likely to remain in an analog state for a long time. Going digital requires a fundamental change that goes deep and cannot be resolved in terms of a project or program. It involves a DNA shift across every layer of your organisation and reading a book will not be sufficient.
The forces if digital disruption is upon us my friend and you need to prepare yourself.