Is your growth strategy powered by technology or the unsatisfied customer ?

Looking at disruption across society, what is a special characteristic of this disruption. More often than not, we find there is a technology component to it. So now the question is simple, did technology initiate the disruption of customer desire for a change or better service. Going through the June '19 HBR article by Thales Teixeira, Disruption starts with unhappy customers, not technology, click here for the link, I am more than convinced. 

We are moving through a lot of technological changes in the present age. How is it impacting the different sectors of knowledge ? Is it wiping the other areas of subject knowledge acquired over hundreds of years of research or assisting reaching decisions, conclusions in these areas quickly and with little effort with the use of modern tools of science and technology ?

The latter is true. Technology is not wiping traditional areas of knowledge, but it has pervaded all areas of knowledge and helps the customers to reach solutions much faster. Let me try to explain it better ..

Even though we acclaim all the new developments of technology resulting in faster computers, information processing, more effective displays and comprehending abilities enabling better and faster decision making, let us keep in mind that the basic subject area still remains intact. It is not disturbed. Technology is a tool used here to help arrive at decisions faster.

If we look at all the technology changes that have impacted the world of late, it is interesting to note that all these technological improvements have come about as there was a customer need for it.  Indeed customer need was the trigger .. If customers  were not ready to accept the business offering, no technology would have evolved to meet the need.

Tracing the growth of Alibaba, the largest e-commerce portal of the world. The customer need first was a e-commerce platform for the Chinese people to search for an item and place an order, then it was a safe platform to exchange cash, then a guarantee that only quality products get shipped, then a facility to enable faster shipment and so on. See how the customer value chain (CVC) got improved and disrupted the online market for the better with each new addition of components for better customer service and implementation of technology like the cloud, e-commerce etc..

If the unsatisfied customer had not triggered the change, technology would never have developed to match the customer needs. This only confirms beyond doubt that it is unsatisfied customer need that drives technological change and growth and not the other way around. Even though I am a hardcore technology guy with baptism and studies at some of the best technology institutions of the world, I still have to say that finally all technology progress is of no use if the customer is not ready to change and disrupt the system.

If one looks at Amazon a similar story would unveil. First Amazon started with books, then it went to electronic items, stationery, white goods, fashion goods and of late they have also moved to the travel industry - all desired by customer and leading to the  disruption.

Let us not forget the old adage, technology is ONLY a tool and an excellent tool at that to help the industry and the customer.

The moment we we give it a bigger role,  it can have unfortunate implications and impacts. Understanding this is the key to managing effective disruption of the markets and to focus on growth.

George..