Marguerite L. Johnson - Disruptive Innovation and Digital Transformation: 21st Century New Growth Engines

Disruptive Innovation and
Digital Transformation

Disruptive Innovation and Digital Transformation

21st Century New Growth Engines

Marguerite L. Johnson

Disruptive Innovation and Digital Transformation: 21st Century New Growth Engines

Copyright Marguerite L. Johnson, 2021.

Worldwide Rights to publish and to distribute, Business Expert Press, LLC, 2020.

Cover and interior design by Exeter Premedia Services Private Ltd., Chennai, India

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher.

First published in 2021 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017

www.businessexpertpress.com

ISBN-13: 978-1-95253-892-6 (paperback)
ISBN-13: 978-1-95253-893-3 (e-book)

Business Expert Press Service Systems and Innovations in Business and Society Collection

Collection ISSN: 2326-2664 (print)
Collection ISSN: 2326-2699 (electronic)

First edition: 2021

10 9 8 7 6 5 4 3 2 1

Printed in the United States of America.

In honor of my deceased father, George E. Johnston, Sr.,
and my deceased father-in-law, Duffy Johnson, Jr.

What People Are Saying

Early Reviews

Ms. Johnsons new theory of disruptive innovation, called DICE (Disruptive Innovation Customers Expectations), is a natural successor to the foundational work done by Clayton Christensen, Larry Downes, and others. In her clear and concise book, she synthesizes the teachings of prior works and shows how her DICE Theory extends those teachings by uncovering patterns in the life cycle of innovations. Johnsons DICE Theory will be key in helping the business managers and innovation leaders detect and predict disruptions, especially in the realm of digital transformations.Spencer Pugh, Vice-President, Research and Development, Michelman (retired)

While some business publications are page heavy and content light, Johnsons text is the opposite. This is not a book for the casual or merely curious reader it is targeted squarely at innovation professionals who want disruptive theory at the heart of their product strategies and who arent afraid to roll up their sleeves. It is a thorough review of the published literature and the development of an interesting new framework for strategists to chart a path through the transformation.Jim Fritz, Executive in Technology Strategy

This is a must-read for those seeking to be disruptors, not disruptees. It introduces the six-step pattern of disruptions... a brilliant concept youll apply to both traditional and digital innovation. An insightful roadmap for the next generation of innovators!Dan Adams, Founder and President, The AIM Institute

As you pointed out in your book [Marguerite], many early literature and innovation models did not count the effect of this massive disrupting digital technologies. Your new theory of disruptive innovation is very timely and it should provide huge benefits to companies to reassess their current innovation framework to get the full market potential by leveraging the digital technologies.SM Hasan, Ph.D, Senior Leader at GE research

Description

Disruptive Innovation and Digital Transformation: 21st Century New Growth Engines is for executive leadership, senior management, innovation catalysts, and digital marketing teams tasked with transforming businesses by accelerating growth through disruptive innovations and digital capabilities. It is a practical guide with concise insights for understanding the applications of disruptive innovation and how to iteratively apply them to projects and opportunities. It garners insights from the best minds across relevant disciplinesfrom its original theory and latest updatesto arrive at new insights on digital transformation.

The author evolves key approaches to disruptive innovation theory to reveal new digital applications and tells leaders what to look for major categories of customers expectations in an escalating pattern to understand in what context digital plus disruptive innovations must be aligned with consumer preferences, environments, and the jobs-to-be-done, which is modeled in a new theory, Disruptive Innovation Customers Expectations (DICE).

DICE provides methods to use to lead digital disruption across products, services, and business models. DICE translates the vague parts of disruptive innovation by simplifying them down to what-to-do. DICE takes away the elusive nature of disruptive innovation by advising leaders: how to scan, to track, and to detect disruptions.

This book provides leaders with the right lenses to filter markets, giving order to complexity, and making disruptive innovation simpler.

Keywords

disruptive innovation; digital transformation; innovation management; platforms; business models; networked ecosystems; strategy; transformational leadership; business transformation; entrepreneurship; startups; open innovation; collaboration; marketing; Internet of Things (IoT); digital disruption; innovation ecosystems; and digital marketing

Contents

To those cited in this book: Thank you for sharing your work, research, and insights. No book exists in a vacuum.

To my editors: a Special Thank you to Jim Spohrer, PhD, Director, Cognitive Opentech Group (COG, IBM Research) and to Scott Isenberg, Managing Executive Editor (Business Expert Press).

To Innovation Research Interchange (IRIweb.org), a member organization: It is truly an honor to be on the Board of Directors (2019-2021).

To my amazing husband (Michael) and our beautiful children (Kayla and Kyle): I love you. You bring joy into my life. Thank you for listening to me and allowing me to drag you through the depths of disruptive innovation theories and digital transformation business cases. No words can convey the feelings in my heart.

Marguerite Johnson
Bloomfield Hills, MI, USA

This book is written for business leaders by an innovation leader who understands the pressures of delivering on new growth. These pressures have intensified in the face of massive shifts in digital technologies, platforms, products, services, and business models. Like most of you, I did not have the time to deep-dive into the innovation literature to find all of the answers I needed. Nevertheless, digital transformation does not care. The changes it brings are disruptive. It has Newtons first law of physics on its side. The law of gross tonnage: The heavier vessel always has the right-of-way.

For a business leader looking to apply knowledge from the literature on digital transformation and disruptive innovation, it takes a tremendous amount of time to dedicate to finding, sorting, sifting, reading, and analyzing. This is not helped by the [m]any researchers, writers, and consultants who use disruptive innovation to describe any situation in which an industry is shaken up and previously successful incumbents stumble. But thats much too broad a usage (Christensen et al. 2015). So, I did the work of synthesizing past research to demonstrate a pattern of six disrupters, I coined Pattern of Disruptions. These disrupters are a part of a larger theory and model, which I detail in Chapter One.