Compressive Disruption

Disruption. Most headlines these days share stories of explosive disruption – in emerging markets or emerging competition in existing markets. For example, the cannabis industry is an example of an emerging market whereas Uber is an example of disruption in an existing market. There are countless headlines covering examples of disruption in the marketplace. What often goes undiscussed is ‘compressive disruption,’ or, the challenge existing companies face in maintaining profitable operations. The wild card established organizations need to understand and manage are evolving consumer preferences, unpredictable purchasing power and how consumers are harnessing innovation to drive convenience and quality in their daily lives.

Watch this short video explaining a few examples of compressive disruption from the beer and airline industries. While less exciting, compressive disruption is perhaps the bigger obstacle to overcome. What are your thoughts?