Clayton Christensen, no seu clássico livro The Innovator’s Dilemma, discutiu como as inovações disruptivas quase nunca surgem de empresas grandes e consolidadas em seu mercado (incumbents). Para quem ainda não leu recomendo fortemente o livro, mas de qualquer forma separei um trecho de um resumão que achei aqui:
Disruptive technologies or innovations are innovations that upset the existing “order of things” in a particular industry. The usual process is a lower-end innovation that appeals to customers who are not served by the current market. With time, because the capacity/performance of the innovation exceeds the market’s needs, the innovation comes to displace the market incumbents.
Incumbents generally don’t react to disruptive innovations until it’s too late, because they don’t represent an interesting market, being low end and often low cost. One successful strategy might be to hive off a separate “company within a company” that is responsible for the firm’s response to the disruptive technology. A smaller, more nimble organization is better placed to work in the initially smaller and less lucrative market that the innovation is creating.
Bom, e o que isso tem a ver com o título do post?
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