Technology Push vs. Market Pull
What is depicted above is a fact about human lethargy / inertia, as seen in many older, comfortable, bureaucratic, myopic high-tech firms. Frequently, the "technologists" in such organizations draw comfort from a stable product architecture and have a tunnel vision that innovation can happen only at the product "components" level. Consequently, they keep pushing their R&D and associated business / product development activities along the blue arrow as depicted above. Relying on this kind of technology push can be dangerous to the business; competitors / new entrants can upset the status quo by flooding the market with products / solutions which have newer product architectures. Sometimes, these moves by new entrants can take the form of technology invasions, as we have shown in a prior podcast.
Try this Business Mantra: Pull, don't just Push. If you can push your technology, or your products along the direction of market pull, as depicted by the red arrows above, then no one will be able to disrupt you! This is agile product strategy, this is true product innovation. Also, how can you look beyond product innovation into process innovations? In other words, how can you use the above framework to make your business processes leaner? Listen to our latest podcast to find out...
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