Two researchers, Joseph Bower and Clayton Christensen, at the Harvard Business School coined the expression “disruptive technology” back in 1995. They used it to describe a technology innovation that fulfilled the requirements of some, but not all, consumers better than the market leader. The new technology could then hit the market sufficiently to allow room for improvement and subsequently become dominant.
The occurrence of disruptive technology typically appears in price-conscious markets (so that products become cheaper) or by creating a new market altogether by identifying a new customer that “made do” with the less desirable alternatives available.
The main emphasis I have seen so far in the push towards sustainability has been for simplification and reduction – grow your own and use less. Whilst this is likely to remain a requirement in my lifetime, the reality exists that consumers (or should I say buyers!) are the real driver in changing society and don’t want to be told to cut back at all. Am I right in my observation that the green market industry is seen as providing over-priced sometimes extravagant alternatives in the marketplace (eg. organic foods and materials) or cranky undesirable products (who really wants shoes made of recycled bike tyres)?
The market in its ignorance of the impending global challenges does not really want what it sees as retrospective steps in technology. Horse and cart will never universally replace the car. We all want better, faster, cheaper and more. Enter disruptive technology.
The question I have is are there leaders out there, perhaps in currently successful businesses, that can foster an innovative enough environment to create products that meet the need for a more sustainable lifestyle that at the same time sweep aside the current market products that work against the sustainability ethos? Please?
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