In The Innovator’s Dilemma, Clayton Christenson describes two kinds of innovation: sustaining innovation and disruptive innovation1.
Both types of innovation are necessary for survival in the marketplace. To anticipate market changes, companies usually follow a “sustain-sustain-disrupt” pattern of innovation; several bursts of sustaining innovation are followed by a disruptive innovation that starts the process over again. This is a healthy pattern that allows a company to accurately anticpate market changes2.
Unfortunately, innovating in this pattern is more difficult than it sounds. As a result of their age, culture, and other biases, companies frequently have the core competency to innovate in only one of the two types of innovation – if they have the core competency to innovate at all.
Sustaining Innovation Only
Older companies tend to favor sustaining innovation. Take RIM for example – they’ve been trying to milk the profits from their Blackberry phones for so long that they’ve sentenced themselves to irrelevance. Their products have improved year over year, but it’s just been sustaining innovation: a new touchscreen here, a software improvement there. Customers had already started fleeing to iPhone and Android by the time RIM realized it was in trouble. My guess is that within the next few years they’re either going to be bankrupt or acquired by some other sucker who can’t spot a bad bet.
What RIM and other sustaining-innovation-only companies need is a hacker to come in and shake things up by creating something new. Hackers are natural disruptors that can come up with a completely new solution to a changing marketplace’s problems.
But the stodgy old companies won’t encourage disruptive innovation. Sustaining innovation looks too good on paper. Why choose a more risky project with an uncertain rate of return when you can choose a tried-and-tested project that you have good experience in the past? What got you here today will certainly take you where you want to be tomorrow, right?
That right there, my friends, is the Innovator’s Dilemma.
Disruptive Innovation Only
On the other end of the spectrum, startup companies tend to favor disruptive innovation. That’s because the founders of these budding companies are the aforementioned hackers that truly know how to get stuff done. They can spot opportunities in the marketplace and create products that can handily unseat the oblivious incumbents.
This penchant for disruption can only benefit a startup for so long. Soon the fledgling company begins to grow and its products begin to mature. At this point, disruptive innovation naturally moves to the backseat as sustaining innovation is now needed to continue to grow the business. Things start to get boring for the hackers, and it becomes time for the MBAs to come in and make sure the sustaining innovation arrives on time, on budget, and on specification.
Some founders don’t want to lose control of their companies, though. They don’t let the suits come in and do their job. Sometimes I fear that Facebook is doing this. Mark Zuckerberg is truly a hacker at heart. He knows how to create a brilliant product that, in its day, disrupted the entire online social networking market.
But now Facebook is at the sustaining phase of its product lifecycle. As a public company it needs to be more concerned about balance sheets and revenue forecasts. It needs to worry about producing the ever-growing revenues that shareholders demand.
I’m interested to see how Zuckerberg can play the role of sustaining innovator – at least long enough to get Facebook back to when disruption is needed again. Knowing the half-life of the social media industry, that could be pretty soon.
The Happy Medium
So, hackers are happy when they are disrupting. If you put them in any other place then they’re going to be stifled, unhappy, and likely to quit.
Same thing goes for the suits. They’re happy when they’re sustaining existing products. You can’t ask a company man to leave his corporate job after 30 years and start his own company. That’s basically a death sentence.
There needs to be room for both types of people in the same company. Managers and supervisors need to know what kinds of people they have and make sure the culture of the company encourages both types of people to fit in. They then need to make sure each employee is working on either the sustaining projects or the disrupting projects that fit them best.
Notes
1 - Sustaining innovation is when you incrementally improve a product to stay relevant in the marketplace. An example might be Apple’s recent incremental update of the iPad; the improved retina display and memory boost have incrementally improved the existing iPad to keep it relevant in the marketplace.
Disruptive innovation is when a different or unexpected product (especially one that was heretofore inferior) suddenly displaces an incumbent product to accomplish the same job. The original iPad was a picture-perfect example disruptive innovation, since people no longer needed to lug around clunky netbooks or laptops in order to surf the Internet on their couch, in the airport, or wherever else people wanted to go. The iPad could provide the same (if not better) functionality in a different, disruptive form. [Back to top]
2 - This may be obvious, but it’s worth noting that innovation can happen anywhere in a company, not just on its product lines. Innovation is deliberately making things better for your products, processes, people, ideas, whatever. How’s that for all-encompassing? [Back to top]