Find a new market that will value the inherent properties of the technology. Due to the unproven nature of disruptive technologies, the amount of information required to justify committing an organization to large and decisive investments in them is negligible. Fast, inexpensive, and flexible forays into the market will yield information about the market, customers, and technology required to successfully commercialize disruptive innovations. The two technologies are in conflict and require different strategic postures. Sustaining technologies favor consistent incremental improvements.
Disruptive innovations favor the first-mover.
Firms need to take different postures when addressing different technologies. Using an electronic audience response system, Presidents Forum delegates direct their questions and feedback to the panelists. As a hot, small company, your advantage is that you are flexible, innovative, hungry, and bold enough to risk everything on a disruptive technology. John Sidgmore is an expert on disruptive technology. To succeed in E-Commerce, a Web site should offer to the user something he or she cannot get anywhere else.