Subversive innovation in the internet age

Innovation as the basic development of all things, in the new era of the Internet, innovation has been given a different meaning, below we will talk about the internet era of subversive innovation.

Innovation and micro-innovation

For innovation, many people often equate innovation with a patent, equivalent to a professor, doctor, thesis, but if this is innovation, then China's Internet entrepreneurship can not do innovation. Since only a few companies have enough resources to apply for a patent, are most entrepreneurial teams and individual developers unable to innovate? In addition, many people have always defined innovation narrowly as a technology to create a thing that has never been, in fact, it is called invention, and in fact innovation is not equal to invention, If innovation equals invention, everyone needs to be Edison, but it is obviously impossible.

As the internet has gradually entered the era of user experience, users increasingly do not understand your technology, users more and more do not care about the rhetoric of scrutiny, the user finally recognized is your experience, learn from the user experience point of view, continuous grinding, continuous improvement is every small company can do, This is the micro-innovation that I have been emphasizing.

What is disruptive innovation?

If you've ever explored classic subversive innovation textbooks, "The Innovator's Dilemma" and "The Innovator's answer," you'll find that subversive innovation is in fact not mysterious, many times, subversive innovation is in fact the summary of hindsight, and all subversive innovation at the beginning of the micro-innovation. No one does something one day, and then said that the imminent subversion of So-and-so companies, almost all the examples of subversive innovation, in the beginning to do only in some detail to make some improvements, and then adhere to continuous micro-innovation, less than five years, more than 8-10 years. And then you get two results: One is very unfortunate, really bad luck, the company is finished; there is also a result is good luck, found a needle in the market the same breakthrough point, you also get up, you also have enough accumulation, continuous micro-innovation, and finally the formation of subversive innovation.

In fact, a lot of subversive innovation in the first time even the inventor himself often did not realize that this is a subversion, "only a paranoid can survive" is an example where all the changes in the pattern, not gongs and drums, come in a noisy way, and patiently distinguish what signals the future trend in the noise, Which is to represent the noise of the complex.

In addition, the subversion of innovation in the beginning is not a perfect product, the perfect product is a big company to do, through the improvement to make no shortcomings or shortcomings of the few things, but disruptive innovation comes out of the shortcomings are covered, there are too many problems, so that no one dares to invest, so big companies do not see, but there is an advantage, What is the advantage? The advantage is that it has a great advantage in experience.

Two modes of subversive innovation

Subversive innovation is very important two points, with the most vulgar words, one is in the experience of innovation, one is in the business model innovation, if the words are more white, what is called Subversion innovation? Christensen is defined in this book: Make a very expensive thing cheap, make a charge of things for free things, Make it easy to get something that's hard to get, and make it very simple. These features have become an important feature of disruptive innovation.

Experience Innovation

The simplest example of experience innovation is the ipad, as everyone regrets the ipad's subversion of laptops, but is the ipad really perfect? Otherwise, it has a lot of shortcomings, there is no mouse and keyboard, you take it to do Excel form words is certainly very painful things, and the iPad there are many things can not do. But the IPAD has one advantage, and it's portable. It can be said that people are lazy, you can bring the ipad with no notebook, many people do a lot of analysis to prove why the IPad is good, you ask yourself, as an ordinary user, you go out when you like to bring something. This is the IPad's innovation in experience.

When a product has a great advantage in experience, even if it has many drawbacks in other details, users can tolerate it.

Business model Innovation

And the subversion of business model is to target the industry's dead point in the business model, it is a subversive means that the adversary is hard to copy and counterattack. such as Taobao with free subversion EBay, we 360 with free subversion domestic anti-virus industry are free to use this play. In addition, business model innovation is not necessarily a free mode, it is also possible to be free to fees, such as the HBO channel at that time all TV channels with free programs and advertising-oriented, the ads tired of everyone to change Taiwan, HBO said I do not have ads, all movies, but I'm sorry, because all movies, so charge.

So the business model innovation is that as long as other people are not the same, it may create a completely different play, this kind of different playing will make the giant embarrassed, into a dilemma.

In fact, subversive innovation is not complex, in the face of competition, if the use of good subversive innovation, will become a very powerful weapon, will provide consumers with a completely different experience, at the same time, in the business model will allow competitors to copy can not copy.

Domestic values and innovation

In the domestic innovation is very difficult, this kind of innovation lacks actually is brings by the Chinese values. At home, belief in values is a dollar values, into the King defeated, we are afraid of failure, this culture and values make the domestic giants dare not innovate, they feel that if the small company to develop to a certain stage I followed more stable, he may not think much, because he is not willing to fail.

The business model of a small company that subverts a large company is the driving force behind commercial civilization. And at home, it's the opposite, because I've been doing subversive innovation, so I was seen as the cause of trouble, I was seen as a spoiler, many people said that the old week can be successful, because he is particularly able to spray, said that we will learn to fight with him, wrong, all my words war are forced to comeback. I want to make this industry more dynamic, I also hope that the industry will not be monopolized by some giants, to give entrepreneurs a better entrepreneurial opportunity.

If I am alone, we think subversive innovation is to create trouble, if we all do subversive innovation, we will think that subversive innovation is every entrepreneur's compulsory course or must kill skill, this is my dream.