How to Discover Disruptive Business Ideas

 

Ideas are easy to come by but developing them, giving them form and ensuring they are most likely to succeed when they are put out into the world is a real challenge.

How might we ensure our ideas stand the best chance of success?

Many an entrepreneur is motivated to launch a disruptive product or service. To make their mark with a new idea that changes how people see the world.

How might we develop disruptive ideas? What criteria should we use?

Here are some ways in which people can discover disruptive business ideas:

 

Know your type of idea.

Is your idea solving a problem? Is it fulfilling an aspiration? What is the Job To Be Done (JTBD) that you seek to improve upon?

Know the status quo.

How are people currently resolving the JTBD? What competition already exists?

Knowing this will allow you to identify how people are currently achieving the outcomes you hope to help them with. It will show you where competition is already fierce and guide you to where you might more easily stand out.

 

Know the current rules.

Are there conventions which incumbents conform to? Rules which they play by? Expectations consumers leave unquestioned?

Knowing this will focus your mind on the things you can do differently. What are the rules just begging to be challenged? Virgin Atlantic showed the airline industry that passengers would value entertainment in the skies at a time when competitors often viewed flight as little more than a way to earn money taking people from A to B.

Spot the opportunities to stand out.

What are you uniquely placed to do? How might your idea occupy a whitespace? How might you move from red ocean to blue ocean?

This builds on understanding the current rules. What can you do that no one else is doing yet? Think for a moment about the soda industry. Until the likes of Red Bull came along, soda was all sweet, ‘flavorful’ enjoyment. Red Bull changed the conversation to one of an energy boost where taste is a secondary consideration.

 

5 Go to the edges.

Look outside current mainstream thinking; challenge your thinking, assumptions and biases.

You may have a really good idea but seeking input from others could make it truly great. Bring in outside perspectives — it’s difficult to have a breakthrough idea all by yourself.