The concept of disruptive innovation is a phenomenon that has rippled through the conventional ideas of business. Disruptive innovation is the introduction of a new, simpler product into an oversaturated market that becomes wildly successful. These new products fill a void with a company’s most obscure customer base, new customers, or formulate a new market altogether. Disruptive innovation occurs when companies continue to improve their products through sustaining innovation, and while these improvements are being made, more user-friendly products swoop down and become hyper-successful.
Companies continue to improve their products and other companies compete. Eventually the market is saturated with similar products that provide the same service. When the market is saturated and companies have manufactured goods based on their highest-tier customers, especially in the department of technology, disruptive innovation occurs.
Sustaining innovation occurs when companies continue to improve their products, while focusing on their best and most savvy customers. An example of sustaining innovation would be the cell phone, which has become the Smartphone; which are basically hand held computers. Sustaining innovation differs from disruptive innovation in that sustaining innovation continues to improve upon a highly successful product while disruptive innovation brings about a new product all together, one that is simplified and reaches a new customer base. Disruptive innovation makes a product much simpler and more affordable, and therefore appeals to a broader market.
The invention of the new four track is great example of disruptive innovation in the music world. In the past, studio musicians, studio time, and many instruments were needed to record a record. This was an arduous and expensive task, only available to musicians and bands that had been “discovered” by agents or label A and R reps. With the redistribution of the four track, which had poorer sound quality and less sound effects, anyone could be a rock star. You could record over yourself and use multiple instruments, and now could produce your own demo with no agent, no studio, and no backup band. Now anyone can make recordings, upload them on youtube, and be heard by the world. In some cases, even become famous. More recently, disruptive innovation has changed the world of music in innumerable ways. Instead of buying expensive and bulky CD’s, now you can purchase any song on iTunes and a variety of other sites, and the need to purchase CD’s is eliminated. Now the consumer can pick only one song or a group of songs that they are interested in, and only purchase that. The market for purchasing music has become cheaper, more user-friendly, and appeals to a much wider customer base.
As an educator I see disruptive innovation happening frequently. In teaching first grade we have used the Fountas and Pinell phonics system in my district for years. This series of texts was treated as the bible of emerging literacy. For years I have taught these same lessons with the same results. My students learned their sight words and could regurgitate them on spelling tests, but not much independent thinking and problem solving concerning literacy was happening. The emergence of Words Their Way by Donald Bear changed everything. This system is a phenomenal example of disruptive innovation within the educational system. The premise is simple and so much easier for children in grades K-2. Instead of learning high-frequency words, using pictures, sorting pictures, making numerous copies, and keeping word journals, Words Their Way focused on the simplistic idea of word families. Instead of becoming experts on all of the words that I taught them, they were now becoming experts on all words. There was nothing to be copied, much less to sort, and the idea behind this revolutionary system was, “if you know cat, then you know hat, sat, bat, rat, mat”, and on from there. Suddenly we had a cheaper, faster, and easier program. Our practice of teaching was disrupted and changed for the better. My scores went up, the confidence of the kids improved, and our word family knowledge skyrocketed.
Words Their Way was a huge catalyst for change within my own organization, Spring Branch Elementary. The teachers who embraced the initiative had similar success to that of my class. Words Their Way became viral on our campus and the results were astounding. Not only did the reading improve but the level of writing improved remarkably too. This new program was life-changing in early literacy on our campus. The challenge of disruptive innovation such as the implementation of Words Their Way is the lack of open-mindedness with teachers who are not willing to embrace change. But the biggest challenge of disruptive innovation within the education industry is monetary. When a school district or school makes a huge purchase in technology or a series of new textbooks, and the purchase is not successful for teachers and students, it may be a long while before new materials can be purchased. Even though disruptive innovation paved the way for a simpler, more effective educational approach, the districts might not be able to switch due to costs or state mandates.
Christensen states that disruptive innovation is vital in the field of education. On-line courses and programs are incredibly important to students who might not be able to attend more traditional classes. Christiansen states in an interview with Martha Lagace from the Harvard Business School, “Computer-based learning is an exciting disruption because it allows anyone to access a consistent quality learning experience; it is convenient since someone can take it virtually anywhere at any time; it allows a student to move through the material at any pace; it can customize for a student's preferred learning style; and it is more affordable than the current school system.”(Lagace, 2008)
In the field of education new and improved sustaining innovations are readily available but the disruptive innovations are crucial in reaching students that would otherwise be unreachable. Not only are online programs reaching unimaginable numbers in terms of enrollment, but K-12 students with special needs or circumstances are now able to receive the quality education in which they are entitled. Without disruptive innovation many facets of our world including technology and education would never reach the masses; we are all better for this phenomenon.
Resources
Christensen, C.M., Horn M.B., & Johnson, C.W. (2011). Disrupting class: how disruptive innovation will change the way the world learns. New York: McGraw Hill.
Invernizzi, M., Johnston, F., Bear, D., Templeton, S. (2009). Words Their Way: Word Sorts for Within Word Pattern Spellers, 2/E. Boston, MA. Allen and Bacon
Lagace, Martha. (2008). How disruptive innovation changes education: Q and A with Clayton Christensen, Michael B. Horn, and Curtis W. Johnson. Working Knowledge: The Thinking that Leads. Retrieved from http://hbswk.hbs.edu/item/5978.html.
Pinnell, G., Fountas. I. (1998). Word Matters: Teaching Phonics and Spelling in the Reading/Writing Classroom. Portsmouth, NH. Heineman