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Is Disruption Dead?

2014 June 29

In 1997, a little known Harvard professor named Clayton Christensen published a surprise bestseller called The Innovator’s Dilemma, where he coined the term disruptive technology, which later evolved into disruptive innovation and became a mantra for the digital age.

Yet in a well argued piece in The New Yorker, his colleague at Harvard, the celebrated historian Jill Lepore, cries foul.  She calls disruptive innovation a “competitive strategy for an age seized by terror.”  “Transfixed by change,” she writes, “it’s blind to continuity.”

It’s not just Christensen’s theories that Lepore opposes, but what she calls the “rhetoric of disruption” which leads us to seek change for change’s sake, undermining productive stability.  She also points out that disruption is no panacea and leads to failure more often than it does to success.   So, is it time to rethink our culture of disruption?

Why Do Great Firms Fail?

To put Lepore’s criticisms in context, the best place to start is with Christensen’s initial idea.  As a newly minted professor at Harvard, he became intensely curious about why great businesses fail.  He wasn’t concerned with just any failures, but once high-flying firms with strong performance and great management.  How did they lose their way?

What he found surprised him.  The businesses he studied were following the many of the very same principles that his own institution espoused.  They invested heavily in R&D, listened to their customers and relentlessly sought out markets with high profit potential.

His unlikely conclusion was that they failed not because they lost their way, but because they were following established practices.  What he found was that in each case, the firm in question encountered something he called a disruptive technology.  These had three common attributes:

They didn’t meet conventional performance standards:  Customers tend to want better performance and businesses strive to continually meet higher standards.  Yet Christensen found that as technology exceeded basic needs, an opportunity opened up for a product that actually performed worse by conventional metrics.

Lepore calls these “cheaper, poorer-quality products,” but that’s a common misapprehension.  In many cases, they are cheaper, but they don’t have to be.  Digital cameras, for example, were a disruptive innovation that was initially far more expensive than conventional cameras.

The important thing is that these innovations change the basis of competition towards new attributes.  So they can be cheaper, but they can also be more convenient or offer other advantages not traditionally associated with the category.

They sold to less profitable markets:  One of the things places like Harvard Business School has always drilled into their students was the importance of pursuing higher margins.  Christensen found that disruptive firms often did the opposite.  They actually targeted less profitable customers!

He offered steel minimills like Nucor as an example.  In the beginning, they were only able to produce lower quality steel and the large integrated mills happily ceded the territory.  By focusing on higher quality steel, the incumbents migrated upwards and actually increased their profitability initially.

However, as the minimill technology improved and the large integrated mills continued to migrate upwards and cede ever more territory, their business went into a tailspin.  As Lepore points out in her article, they eventually recovered, but only after a long, painful period of reorganization.

They necessitated a change business model:  Perhaps the most important aspect of disruptive technologies is that they require a change in business model.  Kodak was unable to compete in the market for digital cameras not because it didn’t understand the concept (in fact, it helped invent it), but because the firm was making too much money selling film.

And that, in effect, is what makes disruptive technologies so difficult to deal with.  They challenge incumbents to change not only their products and practices, but what they have come to value.  If you’ve spent the last 50 years striving to make the world’s best film, it’s hard to embrace cameras that don’t use it.

Anatomy of Disruption

Lepore makes a valid point in asserting that we are too quick to glorify disruption.  The Arab Spring has certainly disrupted the Middle East, but has yet to demonstrably improve the lives of the people in the region.  I was excited to take part in the Orange Revolution in Ukraine, but disheartened by its aftermath.  10 years later, the country erupted again.

Yet Lepore veers off course by essentially affirming the consequent.  She assumes that because disruption can often lead to poor outcomes, Christensen’s ideas are somehow at fault.  In her fervent desire to critique, she conflates.  Disruption, innovation and disruptive innovation are, in fact, three distinct entities.

As I’ve explained before, disruption is a function of networks.  Innovation is a process of finding novel solutions to important problems.  Disruptive innovation is not synonymous with either, but a special case of both.  Essentially, it is a function of business processes and can only be adequately understood in that context

The Innovation Matrix

The constant juxtaposition of the terms disruption, innovation and disruptive innovation , makes for some very confusing semantics.  Apple, for example, is certainly a disruptive company, but most of its products don’t meet the conditions described above.  In fact, they are usually more expensive, perform better and employ conventional business models.

So in order to add some clarity, I developed the matrix below, first published in Harvard Business Review a few years ago.

 

Innovation Matrix w solutions

 

Clearly, there is more than one way to innovate, what’s really important is the type of problem you are trying to solve.  Apple, as I alluded to above, mostly attacks well defined problems in well defined areas and so focuses its efforts on sustaining innovation. Conversely, IBM spends a lot of money on basic research to push new frontiers.

That creates fundamentally different approaches to solving problems.  For example, IBM maintains a large research division, but Apple does not.  Other companies, like P&G, invest heavily in open innovation to solve well defined problems that they have become stuck on, but they feel will help them build better products.

Disruptive technologies are different mainly because it is difficult for incumbent businesses to develop them.  They are, in effect, solutions looking for problems.  They may present fantastic opportunities for VC firms that are willing to accept a high failure rate, much less so for existing firms who need to pay employees every month and keep the lights on.

Managing For Disruption

The subject of innovation is a somewhat technical one and its surprising to see Lepore pour so much vitiol into condemning it.  What seems to offend her is not so much that a fellow professor wrote a book or that Silicon Valley hipsters hold conferences, but the glorification of disruption.  She writes:

 

“A pack of attacking startups sounds something like a pack of ravenous hyenas, but, generally, the rhetoric of disruption—a language of panic, fear, asymmetry, and disorder—calls on the rhetoric of another kind of conflict, in which an upstart refuses to play by the established rules of engagement, and blows things up.

 

Yet despite her protestations, the world has clearly become more disruptive.  Since 1960, the average lifespan of a company on the S&P 500 has fallen from more than 60 years to less than 20.  Lifetime employment in one firm—or even one industry—has become a thing of the past (except, of course, for tenured professors at Harvard).

So although her objection to change for change’s sake is reasonable and even welcome, it’s not quite clear what she is advocating for, except perhaps to replace what she sees as blind obedience to disruption with blind obedience to continuity.

Like it or not, we can no longer assume stability, but must learn to manage for disruption.  That does not mean that we need to kill all sacred cows, just that we need to constantly reconsider our devotion to them.

– Greg
 

12 Responses
  1. June 29, 2014

    I work in CE and electronics. I hear these stories all the time. Some come from yearning for stability or fond memories of good days. Of course, there are many things that persist and are continuous, and yes most disruption fails, but then again over time most everything does. Lepore’s argument falls flat just then. What does it matter if most things fail if people and companies keep on trying? As you well put Greg, the network effects only amplify the opportunity and the desire to try to disrupt and yeah the batting average is low. Despite this, I see more attempts than ever as the skills, resources and information needed is easier to get. I, for one am glad that Edison and others did not mind failing.

    Greg Reply:

    Yes, I think that’s right. Yet I do take Lepore’s point. We can’t be disrupting all the time. Most of what companies like Apple and Google do is sustaining innovation. If you’re running a business, continuity is important. You have to pay employees and keep the lights on.

    Nevertheless, I do agree that her argument is somewhat specious. She finds a straw man and then beats him to hell. That’s great for playing to a particular audience, but not particularly useful in the grand scheme of things.

    – Greg

  2. June 29, 2014

    Greg – always on point.

    Having recently invested in Change Management certification, my assertion would be infinitely simpler (or simplistic). Disruption is a worthy cause but isn’t this merely the same business exercise of trying to determine where distinctiveness and advantage lie for your organization? As Lafley and Martin suggest “Where and How to Play”?

    The success, or failure, of many of these initiatives lies in an organization able to align and galvanize their employees to change from current practises to new practises. Those unable to make the rationale for change, or paint the dire implications of NOT changing compelling enough, are going to fail.

    Innovation, disruption, continuous improvement are fine executive imperatives. Being unable to operationalize the change needed to bring those to life, is where the exercise can often fall apart.

    Sandra Pickering Reply:

    Yes, Hilton is right. “Where and how to play” is what strategy is about.
    Inevitably, startups will tend to pursue disruption but the rhetoric around startups and, especially, tech startups exaggerates the level of complacency amongst incumbents. Most of the incumbents with whom I work have a sound portfolio approach balancing investment across levels of risk.
    The main difference between ‘big companies’ and startups is that the incumbents do not talk publicly about their innovation strategy – they have no need to.
    I say this not to criticize startups – I am a founder of a startup myself and we are engaged in disruption of the consulting industry – but to agree with the need to stop fetishizing ‘disruption’.
    I often ask theose who criticize incumbents for data or evidence. So far,no replies have been forthcoming.

    Greg Reply:

    Thanks Hilton,

    I read the Lafley/Martin book and liked it. However, I think the problem is that as technological change accelerates, notions of “where to play and how to win” can be altered drastically in the course of a traditional strategic process and therein lies the dilemma.

    We need to continue to make decisions about where to play and how to win, but also must continually monitor data and be ready to adapt in real time. That’s why we can never assume we have it “right” but must try to become less wrong over time.

    With respect to Martin, “That’s our strategy” is as much of a copout as anything else.

    – Greg

    Hilton Barbour Reply:

    Greg – I’m no fan of the “annualized” business strategy off-site that codifies activities for the next 11 months and 15 days…until the next planning cycle. You’re right, that world has gone.

    What I do see is the reality that change, any change, is hard. Few people beneath the C-suite understand or are incentivized to grasp that particular nettle. Its not a dearth of ideas that afflict us, its a dearth of motivated employees who genuinely want to make it happen.

    Greg Reply:

    Very true. Thanks Hilton!

    – Greg

  3. norm birman permalink
    June 29, 2014

    Re: Jill Lepore, “A pack of attacking startups sounds something like a pack of ravenous hyenas, but, generally, the rhetoric of disruption—a language of panic, fear, asymmetry, and disorder—calls on the rhetoric of another kind of conflict, in which an upstart refuses to play by the established rules of engagement, and blows things up. Really???

    A startup (or upstart as you call them, sound like you have contempt for entrepreneurs) cannot play by the established rules of engagement. They have to blow things up in order to enter the market. How else do you compete with the established oligopolies?

    Jill, step out if your ivory tower, get some sun.

  4. June 30, 2014

    Greg, I congratulate you on a very well-stated synthesis of this raging Christensen – Lepore debate. Bravo. I would only add one perspective. Lepore seems to believe that the pendulum has swung way over to an inordinate preoccupation with disruption and that its high time for a correction. It seems that she is mistaking what she observes in the startup community where disruption has always has been a preoccupation and always will be – it is their raison d’etre after all – for what is happening in the corporate world. We are a long way from a disruptive innovation competency in large companies, for either offensive or defensive purposes. Using the quality movement as an analog, I would guess that we are about 10-15 years into a 30-40 year cycle of adaptation. It usually takes at least a generation. I suspect that this is why Christensen responded so strongly. He knows that the journey has just begun. Corporations do not now need encouragement to collapse back to an OpEx mindset.

    Greg Reply:

    That’s an excellent point Briam. Thanks.

    – Greg

  5. July 27, 2014

    A small shout out for poor old, Jean Marie Dru, of BDDP, who wrote Disruption: Overturning Conventions and Shaking Up the Marketplace, published in hardback in December 1996 (a year prior to the Innovator’s Dilemma).

    Greg Reply:

    Duly noted:-)

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