Disruptive Innovation and Meaningful Experiences

Clayton Christensen's work on innovation has revolutionized the field, caused consternation in many a board room, and helped many of us understand the reasons why great ideas so often fail. But more importantly, Christensen et al., show innovators how to succeed--at least as far as manufacturing innovative goods are concerned.

So the question is: if you want to create disruptive innovation through the marketing or products that you create, do the principles for producing meaningful brand experiences apply? How does getting people to want to spend time with you (i.e. your experience strategy) relate to the principles Christensen and Raynor lay out in The Innovator's Solution? How does creating cultural capital affect a company's ability to change the "job that needs to be done" to a higher order job? How does disruptive innovation relate with Pine & Gilmore's The Experience Economy? How does Christensen, Cook, and Hall's (HBR, December 2005) on branding connect with brand truth and meaning making? How is marketing itself a form of innovation?

 These are some of the issues we can help you with. We've helped organizations the world over tackle these issues and produce meaningful brand experiences--the ones that turn customers into brand fanatics.

THINKING RESOURCES

Meaningful Experiences

Literally hundreds of companies and organizations are making the transition from traditional product development and marketing to meaningful experience production. We try to stay on top of who's doing what and why they are doing it. Look for lots of new examples of meaningful disruptions in the marketplace.

Case Studies

Case studies are extended descriptions of companies we admire because of their success in producing meaningful experiences for the customers. We will frequently add to the case studies. A note: these are not necessarily companies that we've worked with. But they are great examples to follow.

Articles

Marketing Malpractice: The Cause and the Cure, Clayton M. Christensen, Scott Cook, Taddy Hall, HBR Dec 2005

Will Meaningful Brand Experiences Disrupt Your Market, Dave Norton, DMR 2005

Toward Meaningful Brand Experiences, Dave Norton, DMR 2003

The Experience is the Marketing, Joe Pine and Jim Gilmore, 2002