Page 97 - (DK) The Business Book

LIGHTING THE FIRE 95 95

See also: Stand out in the market 28–31 ■ Gaining an edge 32–39 ■ Creativity and invention 72–73 ■ Thinking outside
the box 88–89 ■ Leading the market 166–69 ■ The value chain 216–17 ■ Creating a brand 258–63

Gradual change
Today’s markets are ...and increasingly can only bring gradual
increasingly global... competitive. improvement
to a company.

They are ...they redefine the But successful leaders
catalysts markets in which embrace radical,
for change. they operate. disruptive thinking...

“disruptive innovation” to reflect need for a product, even before with the new market segment.
the fact that it is not so much customers realize such a need The German company Siemens,
technology itself that is disruptive exists, and opens up new, for example, built the world’s first
as how that technology is applied. untapped markets with significant electric elevator in 1880, and in
One such product that has first-mover advantages—not least 1881 provided power for the world’s
changed the game by adapting of which is brand association first electric street lights (in
technology for new purposes is
GlowCap. A screw-on top that
can be attached to prescription
medicine containers, GlowCap
contains a glowing LED and audio
alert that signal when medication
should be taken. It also connects
via Wi-Fi to the user’s smartphone,
sending a text message or an email
alert if a dose is missed. Like many
game changers, it utilizes lateral
thinking to present a solution to
an existing problem, effectively
meeting the consumer’s needs.
Disruptive innovation creates the

The Crystal is one of the world’s most
sustainable buildings. Built in the UK
by Siemens, it symbolizes the spirit of
innovation that has been the hallmark
of the company since the 1880s.