Digital disruption is a popular theme in any business discussion. No matter whether I am speaking with technology companies, startups, industrial product manufacturers, professional service firms or pharmaceutical companies, eventually the topic arises. But it is hardly ever a direct conversation. More often than not, we approach “disruption” from the side.
You see, when we think of disruption we are thinking of some big change that temporarily suspends the way that we work – forcing us to change. But digital disruption doesn’t necessarily work this way. It’s more like wave after wave of small changes. Like a tide rolling in way past the high tide mark. But the REAL problem of disruption is that we don’t see if for what it is. Put simply:
We treat disruption’s symptoms but not its root cause.
And this means the threat of digital disruption is all the more dangerous for business.
Marketers have been at the forefront of digital disruption partly because they have (or should have) a good ear for the voice of the customer. They should understand the accelerating pace of change that consumers are adopting and incorporating into their everyday behaviours. But digital disruption is not JUST a marketing challenge. It is a challenge that faces almost every aspect of our businesses.
To understand the wide ranging impact of disruption, we put together a framework – the Five Cs of Digital Disruption. It’s a framework that we use with clients to map, understand and address digital disruption in a programmatic way. It helps us and our clients determine priorities – how to CREATE value in an age of disruption, how to CONNECT socially, engage CULTURALLY, CONDUCT business and CONSTRUCT our thinking.
But more than this – the Five Cs provides a focus for action. After all, if you are sitting still, you’re a sitting duck. Choose one of the Five Cs, analyse your situation and begin a PROCESS of attack (note I don’t say “plan of attack”). Don’t let digital disruption sneak up on you – act and iterate. For in a world where disruption is the new “business as usual” you really MUST find a place to start.