Sitemap

For Innovators

Maximize your potential by joining our global network.
Sign In  ●  Create Account

For Companies

Drive growth through innovation.
Learn more

Introducing Arcnet

See how Arcnet will change innovation financing and become the next-generation investment infrastructure.

Find Out More


Innovation Opportunities

Seeking innovative solutions for:

  • Blockchain Innovation ExpertXinova requires a subject matter expert to evaluate a next generation blockchain platform that utilizes a unique chain joining capability between multiple blockchains.
  • Free the WaterXinova is seeking ways to manage the watery dough problem so vegetables can be included into sheets of dough and baked like traditional crackers.
  • View all opportunities

In order to better understand lateral disruption, you must first understand the capability you’re delivering, not the technology, said Alexander, who explained, ‘People don’t buy a product or technology, they buy what it enables them to do.’”

Jeff Alexander (@techiwonk), Senior Manager for Innovation Policy at RTI International

Most innovators know far too well the lessons taught in Clayton Christensen’s book, “The Innovator’s Dilemma.”

If you have too much hubris, or you simply don’t pay attention to market activity, no matter what size you are, you can and will be disrupted.

In the age of digital everything, disruption can potentially happen from anywhere. It can come from industries you never fathomed could ever be competitors.

“There are a lot of opportunities for technologies to move laterally. So, something that you think is irrelevant to your market segment, develops to the point where all the sudden, that capability actually overlaps with what you provide,” explained Jeff Alexander in our conversation at the 2018 IRI Annual Conference in Atlanta.

We see this most often when companies evolve their business models, not necessarily their technology. Just take a look at the entertainment space and you’ll see a host of companies evolving their portfolio to include products no one thought they’d produce. Amazon is now in entertainment, competing with TV networks, film producers, HBO, all cable channels, and now also Netflix and Hulu.

In order to better understand lateral disruption, you must first understand the capability you’re delivering, not the technology, said Alexander, who explained, “People don’t buy a product or technology, they buy what it enables them to do.”

A great example is the car. Car companies never thought of themselves as competitive with taxi companies, but now that Uber and Lyft solve the problem simply of getting around, car manufacturers are now actually competing with ride sharing apps. A car helps you get around and so do those apps.

“It’s really understanding what is the core value that I’m providing to the customer? What’s another way that somebody can deliver that same value?  Who’s got a complimentary technology that can be shifted into that market space or to fulfill that need,” said Alexander. This is the innovator dilemma that is being faced.

Would you like to learn more about Xinova? 

Innovators Companies

More from the blog

Connect with Xinova

We are always seeking new problems to solve, as well as innovators and entrepreneurs to help us solve them. Let’s work together to create the future.

Our Worldwide Locations

USA

Xinova
311 ½ Occidental Ave S
Suite 300
Seattle, WA 98104
USA
+1 (206) 800-2678

Japan

Xinova Japan GK
Yaesu Mitsui Building 6F
2-7-2 Yaesu, Chuo-ku
Tokyo 104-0028 Japan
+81-3-6478-6120
xinova.jp

China

Xinova Innovation (Beijing) Consultancy Co. Ltd.
Room 2494, Level 24, Tower 3
China Central Place
77 Jianguo Road
Chaoyang District
Beijing, 100025 China

Singapore

Xinova Asia Pte Ltd.
150 Beach Road
#08-06/08 Gateway West
189720 Singapore
+65 6408 5080

Korea

Xinova Korea
10th floor, Golfzone Tower
735, Yeongdong-daero
Gangnam-gu
Seoul 06072, Korea
+82 2 6952 8840
xinova.co.kr

Australia

Xinova Australasia Pty Ltd.
Level 6, 8 West Street
North Sydney, NSW 2060
Australia
+61 2 8093 4850

India

Xinova India
Suite No 208, 2nd Floor
Survey No 414
PSR Complex
Govinda Reddy (GR) Layout
Bannerghatta Road
Karnataka, 560076, India

Finland

Xinova Finland
Erottajankatu 5 A 4
FI-00130 Helsinki
Finland

Affiliate offices in Tel Aviv & Vienna