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Disruptive vs Sustaining Innovation
Steve Morris
Oregon Technology Business Center
Slides: otbc.org/tools
2
What is a disruptive innovation?
3
4
Disruptive Innovation
Clayton Christensen, The
Innovators Dilemma
Time
5
1965 Ford Mustang
1965 Toyota Corolla
Disruptive Innovation
6
Disruption & Startups
• Research from Thomas Thurston, formerly with Intel Capital: Startups that disrupt are much more likely to be successful
Thomas Thurston,
Growth Science International
7
Disruption & Startups
Sustaining
Disruptive
Startup Big
Company
✓
✓
✓
8
Types of Disruptive Innovation
• Cheaper
• Uglier
• Smaller
• Less capable
• ... but good enough for the target customers
Low Cost More
Accessible
New Market
• Simply didn’t exist before
• Easier to access
• Easier to use
9
What is a business model?
10
Business Model Canvas
Key
Partners
Key
Activities
Customer
Relationships
Customer
Segments
Key
Resources Channels
Cost Structure Revenue Streams
Value
Proposition
Problem
Solution
Value
12
What is a startup?
13
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A startup is a
temporary organization
in search of a
scalable, repeatable, profitable business model.
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The Scientific Method
Theory
Hypothesis
Test
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Business Model Canvas
Key
Partners
Key
Activities
Customer
Relationships
Customer
Segments
Key
Resources Channels
Cost Structure Revenue Streams
Value
Proposition
Problem
Solution
Value
17
To test your hypotheses
Get out of the Building
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Research Challenge
What Customers Say
What Customers Do =
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The Startup Solution
1. Document what you believe
2. Develop testable hypotheses
3. Test the Plan - cheaply/quickly
- First: what customers say
- Then: what customers do
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Business Model Canvas
Key
Partners
Key
Activities
Customer
Relationships
Customer
Segments
Key
Resources Channels
Cost Structure Revenue Streams
Value
Proposition
Problem
Solution
Value
Problem/Solution Testing
Document the Problem
Create Hypotheses
Identify 10 Customers
Test the Problem
Hypotheses
Customer Interviews
Build and test Low Fidelity
MVP
Customer Interviews
Build MVP and Validate Qualitatively
Customer Interviews
Validate Quantitatively
Customer Metrics
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Business Model Canvas
Key
Partners
Key
Activities
Customer
Relationships
Customer
Segments
Key
Resources Channels
Cost Structure Revenue Streams
Value
Proposition
Problem
Solution
Value
24
Summary
1. Disruptive is different
2. Goal: find a viable model
3. Document - test - iterate
Quickly & cheaply
25
Disruptive vs Sustaining Innovation
Slides: otbc.org/tools
26
Questions?
Slides: otbc.org/tools
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