El cambio está en el cliente

Publicado por Alberto Gómez Aparicio en Cambio, Enlaces

Hay veces en las que los árboles no nos dejan ver el bosque. Nos ciega tanto el mundo de la tecnología y las nuevas empresas que surgen haciendo un uso inteligente de ella, que perdemos de vista qué es lo que realmente está motivando el cambio:

I’d ask the executives of these incumbent companies the same question: “What is disrupting your business?” No matter who I talked to, I would always get one of two answers: “Technology X is disrupting our business” or “Startup Y is disrupting our business.” But my latest research and analysis reveals flaws in that thinking. It is customers who are driving the disruption.

HBR – Disruption Starts with Unhappy Customers, Not Technology

Y la verdad es que es bastante lógico:

Disruption is a customer-driven phenomenon. New technologies come and go. The ones that stick around are those the consumers choose to adopt.

Así que parece que nada hay más transformador y lleno de oportunidades que volver a los fundamentos y preguntarse «¿qué falla en esta propuesta?»

Disruptive startups enter markets not by stealing customers from incumbents, but by stealing a select few customer activities. And the activities disruptors choose to take away from incumbents are precisely the ones that customers are not satisfied with.