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The Problem, Really, is This Thing Called 'Disruption' (wired.com)

New submitter mirandakatz writes: The word "disruption" is everywhere in tech -- and it's getting founders in trouble. Just look at what happened with Bodega last week: Had the startup not professed to be disrupting the mom-and-pop shops on every corner, it might not have landed itself in such hot water. At Backchannel, veteran Silicon Valley communications whiz Karen Wickre makes the case against "disruption," pointing out that many of today's biggest companies got their starts without claiming to completely upend an existing industry. She writes: "What if Sergey and Larry had touted Google, in 1998, as 'an unprecedented platform for disrupting global advertising?' Do you think Jeff Bezos claimed that Amazon.com was upending global retail? Netflix? Within a few months of its 1997 launch, it did not foresee the actual paradigm shift of media streaming."

18 of 106 comments (clear)

  1. Well, duh by bhcompy · · Score: 4, Insightful

    "I'm going to put a bunch of people out of business and create a new way to do business in this vertical" is not a way to endear yourself to people in this day and age. Walmart, Amazon, Google, etc didn't get to where they are by telling people they're going to rape and pillage entire industries. They got their by hiding that fact until their momentum couldn't be stopped.

    1. Re:Well, duh by shuz · · Score: 2

      I disagree. If you go before investors you want to make the best case possible. There are plenty of investors out there that would gladly give you their money if you can make a good case for completely raping and pillaging an industry in a legal way. The real trick then is hiding the fact that you have a disruptive business idea from the competition until it is too late. For example Amazon. Yes, they are known for their "catalog sales", an idea that has been around for ever. Anyone remember Sears? What Amazon figured out is how to get around as much tax as possible, logistics, an attractive digital marketplace for anything and everything, finally massive distributed compute. Sears, Walmart, Target, and all of the other big retailers all banked on the "I want it now" factor. Amazon showed the USA and the world that people are willing to wait a few days, even a few weeks, for goods that are significantly cheaper due to logistics and tax discounts.

      Innovations, be it a physical gadget, an idea, or now a virtual gadget have always tried to be disruptive. Else it would not be an innovation.

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    2. Re:Well, duh by bobbutts · · Score: 4, Insightful

      I find the advantage of Amazon to be convenience and selection. Price is a secondary concern. I want it now, but driving for 15 mins each way and messing around in a store doesn't qualify as "now".

    3. Re:Well, duh by taustin · · Score: 2

      Instant gratification isn't fast enough.

    4. Re:Well, duh by Applehu+Akbar · · Score: 5, Interesting

      People love the idea of disruption when it rapes and pillages monopolistic industries that deserve to be disrupted. Yellow Cabs, yes. Corner convenience stores, not so much.

    5. Re:Well, duh by Anonymous Coward · · Score: 5, Insightful

      instant gratification in a brick and mortar store does not include the fact that they don't carry my size in clothes or enough of a selection of the items that I am looking for. For example, I cannot get the programming books that I am looking for in a Barnes and Noble. They cannot keep up with the changes in the industry.

    6. Re:Well, duh by Cro+Magnon · · Score: 2

      Driving for 15-30 minutes and grabbing what I'm looking for is certainly faster than ordering from Amazon. The problem is, I'm likely to drive 15-30 minutes, look in the store for another 30, since they've reorganized their stuff 3 times since I was there last week, and either I can't find it or they're sold out, or they stopped carrying it. Then I go back home and order the damn stuff from Amazon. Eventually I just skip the frustrating part.

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    7. Re:Well, duh by Sloppy · · Score: 4, Interesting

      Anything that I spend my own money on, I want disrupted as much as possible. The more I go to convenience stores, the more I'd like 'em disrupted.

      Just don't touch the industries where my paychecks come from.

      And don't point out that everything is related so that if you disrupt my convenience store you'll eventually, however indirectly, end up disrupting my paychecks. Shh. I don't wanna hear it.

      Adapting to change is for other people!

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    8. Re:Well, duh by Wycliffe · · Score: 3, Insightful

      I think he was talking about how Amazon got its start... online books. Amazon used to be just an online book store that had cheaper prices and cheap shipping if you didn't mind waiting a week to 10 days because they negotiated lower prices in exchange for lower quality shipping. Talk about taking a niche market and using it to build out...

      But even at the beginning, price wasn't the only factor. The other factor was selection. Amazon was cheaper than the local bookstore but you also didn't have to drive there only to find out that the specific book you wanted wasn't there. Amazon has always been about the "long tail". Brick and mortar cannot compete with the long tail of online sales. Walmart realizes this too which is why they have practically become a seasonal store and now start clearancing swimsuits in July. They know that the even though July/August are prime swimming months, the majority of swimsuit sales are already done by then so they need to move out the swimsuits and start moving in something else with high volume. Walmart has decided that it is better to sell a bunch of stuff in bulk during peak season than it is to try to compete with the long tail.

  2. buzzword bingo by swan5566 · · Score: 2

    Top-left corner.

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    1. Re:buzzword bingo by Baron_Yam · · Score: 2

      If you could disrupt the cloud with a new outside-the-box AI resulting in a paradigm shift...

  3. Buy My Bowls by captaindomon · · Score: 2

    https://www.youtube.com/watch?... This is a great example of the problem of requiring "disruption".

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    Just because I can hook a shark from a boat, I do no offer to wrestle it in the water.
  4. What about self-disruption? by Anonymous Coward · · Score: 2, Interesting

    The "disruption" being talked about in the summary is that of external disruption, where a newcomer comes in with a radically different approach and renders the incumbents irrelevant.

    It's a shame that it didn't focus more on self-disruption. Note that self-disruption is different from internal disruption. Internal disruption is when a company sees that it will be disrupted in the near future, and becomes the one that disrupts itself preemptively. Microsoft's Azure platform, and especially its adoption of Linux on Azure, are examples of this.

    Self-disruption is when a producer tries a radically new approach without there being much, if any, risk of external disruption. More importantly, this effort is often such a failure that it in effect drives users or customers to a radically different product, which ends up causing an unintended external disruption. A great example of this happening is the Debian project's switch to systemd. Doing this in effect destroyed the benefits of Debian for many of its users, with systemd causing reliability problems. This drove many of Debian's best users over to OSes like FreeBSD and macOS, even though before the systemd debacle there was little risk of these Debian users moving to those alternative OSes on their own.

    Disruption is a very complex field of study, and we shouldn't focus on just external disruption. We should also consider internal disruption and self-disruption, too.

  5. Re:No, the problem is people are stupid by bluefoxlucid · · Score: 2, Insightful

    They try to find where the gaps exist and exploit them without thinking of what that does to everyone involved.

    At the Black Caucus Town Hall meeting last night, one of our delegates talked about criminal justice reform. They were proud of having passed new laws that assigned bail based on things like flight risk and the danger a person posed to a community, reducing the amount of mass-incarceration.

    They were also quite proud of having worked out the legal language such that they'd prevented a complete collapse of the bail bondsman industry. In other words: they made sure to put black people under enough financial duress to keep the bondsmen (enormous cash holders) in business using poor black peoples's money.

    So, to recap: even though we think you're not a danger and not a flight risk, we're still going to make sure to transfer some of your money to that rich guy's pocket so he can continue getting rich off poor people and be happier.

    They also quoted statistics that some 70% of these people weren't convicted of anything and got released, which is why it's so imperative we don't bond them on ludicrously-high bail and keep them locked up for 2 months awaiting trial. We have laws to automatically expunge their records because of this.

    By the by, the reason everything you buy is available and affordable is we've spent a lot of time reducing the number of jobs involved in making anything. The first part of price--the major, immutable part--is wages, and in a more-fundamental sense, labor. We can't create time; we have to do more with the same human labor time, or w can't physically possess more, much less afford to buy it. In the end, we're trading time. So "at the expense of the many"? That "expense" is that the many have a greater standard-of-living--it's the difference between the US and a poor third-world country like Chile.

  6. Real disruption is done secretly by gurps_npc · · Score: 5, Insightful

    That's how Netflix took down Blockbuster. They kept their huge profits secret till they went public. By that time it was too late for Blockbuster video rental store (Yes, they really did have a store that rented movies.)

    Now, everyone tries to brag in order to get money. It's self defeating. If you are truly a disruptive technology, you should be working your ass to keep that secret. Claim you expect to get 20% of the market, not 80%.

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  7. Netflix's long term goal was streaming. by enjar · · Score: 2

    Reed Hastings has been quoted on a number of occasions saying exactly that. "There's a reason we didn't call the company 'DVD-by-Mail.com.'" They also nearly screwed it up entirely with the whole "Qwickster" debacle, which Hastings also discussed. There's also more than a little cherry picking going on here. Picking a few "winners" and then extrapolating that because they didn't seek "disruption" as part of their business plan makes this kind of a puff piece. Not to mention the egregious use of other stupid buzzwords like "paradigm shift" in the description. I'd also like to believe the reason the Bodega folks got in hot water what that it was pretty easy to see that they were going down the Jucero path by over-engineering and hyping what amounts a vending machine -- a technology that's been with us a really long time, and that can already do pretty much everything they were promising. Source for dvd-by-mail: https://www.cnbc.com/2017/03/1... Source of Qwickster debacle: http://deadline.com/2014/05/re...

  8. It's a bit like setting out to be creative. by hey! · · Score: 2

    There's no surer way to kill your creativity than to try to be creative.

    Now the goal for any new business is to grow; and if it grows fast enough and large enough, disruption of businesses already in that space is an inevitable side effect. But focusing on disruption itself may be a distraction, what you want to do is focus on execution and finances.

    I'm pretty sure Jeff Bezos wants to control the world -- commercially. He wants to own every way you have of obtaining anything. But while that's been in the cards from day one, what sets Amazon apart is execution.

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  9. Blame Clay Christensen by citylivin · · Score: 2

    The trend has been started by one guy, who wrote management books in the 80s-90s.

    "Replacing "progress" with "innovation" skirts the question of whether a novelty is an improvement: the world may not be getting better and better but our devices are getting newer and newer.

    The word "innovate"--to make new--used to have chiefly negative connotations: it signified excessive novelty, without purpose or end. Edmund Burke called the French Revolution a "revolt of innovation"; Federalists declared themselves to be "enemies to innovation." George Washington, on his deathbed, was said to have uttered these words: "Beware of innovation in politics." Noah Webster warned in his dictionary, in 1828, "It is often dangerous to innovate on the customs of a nation.""

    "Disruptive innovation is a theory about why businesses fail. Its not more than that. It doesnt explain change. Its not a law of nature. Its an artifact of history, an idea, forged in time; its the manufacture of a moment of upsetting and edgy uncertainty. Transfixed by change, its blind to continuity. It makes a very poor prophet."

    Aricle link

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