Disruption Advisory Services

Services Overview

Hire us to be your “disruption sherpa” — a guide to ensure you profit from disruption, rather than being its next victim. Our services are all focused on enabling the explosive growth potential of disruptive innovation.

Unfamiliar territory to most, market disruption often requires counter-intuitive thinking coupled with insightful opportunity analysis. We wrote the book on intentional disruption — you won’t find better guidance anywhere!

We'll help you to:

Target the right markets
Optimize price strategy
Determine the ‘must-have’ objectives used by your target customers to evaluate your solution’s success
Develop disruptive go-to-market strategy
Analyze competitive threats and their disruptive potential
and much more

Disruptive Strategy

Product/Market Strategy

audit existing plans
JTBD analysis
identification of disruptive potential, strengths and weaknesses
market opportunities
prioritization of “must-have” features
targeting the best initial market segments
disruptive business model design

Acting CMO/Product and Marketing Strategy development

Most small companies, especially those in the range of 10 to 30 employees, have a need for strategic product marketing but lack the resources or talent to do what needs to be done. As Acting CMO, we can fill this critical hole.

Although many startups may feel the need for CMO talent, innovators with disruptive potential need this even more, because of the critical nature of getting positioning, segmentation, pricing, distribution and messaging right. Any one of these done poorly can not only be the difference between disrupting or not disrupting a market, but can sometimes be the difference in survival.

fractional CMO service
top-drawer marketing talent, experienced in disruptive strategy
bridges time from early stage to rapid growth readiness

Let's start a conversation to get to know each other and find out whether we are a good solution for your marketing leadership needs.

CEO Coach

In a startup, the CEO is frequently also the chief sales officer, chief marketing officer, chief hiring officer, and/or chief product officer and often needs a backstop, particularly in areas where they may lack experience and knowledge.

Especially in the early days, and with a potential disruptive innovation, having a seasoned executive to bounce ideas off and help advise on disruptive strategy, metrics, customer presentations, sales pitches, partnership opportunities, business modeling, whether to pivot, people issues or any of the myriad things that a CEO has to deal with can be an invaluable support.

weekly review of status, opportunities, threats, market feedback
on-call availability as-needed for the day-to-day issues
counsel on critical strategic issues faced running a startup with disruptive potential

The most important factor in providing coaching services is mutual respect and knowing that we can get along, so let's start talking.

Advisory board member

Startup advisory boards need people with a variety of product and market perspectives, and one of the perspectives that most innovative technology companies should have is deep expertise in disruptive innovation, and strategies for intentional disruption.

The best way to find out if we can be of value on your advisory board is to try us out. Ask a question or request a meeting through our AdvisoryCloud profile:

Disruption Analysis

Analysis projects involve in-depth studies of specific contributing factors to disruption, or of companies and products of specific interest, and our assessment/interpretation of their meaning or significance. The deliverables for all analysis projects include a report, and on-site presentation to discuss the findings and answer questions. We offer the following analyses:

Disruption Report Card - a proprietary score card evaluating the disruptive potential of your business opportunity, including an assessment of disruptive strengths and weaknesses.

JTBD Study - The Job-To-Be-Done study looks either at a specific industry or at a technology, and uncovers the high value "jobs" that potential customers are willing to pay money to get done.

We particularly focus on unique value propositions that differentiate your product based on desired outcomes that are not well-served by existing solutions, and features/jobs that are considered 'must-have' for the target markets. We evaluate the importance of desired outcomes, their economic value, and the degree to which the market is satisfied with alternative solutions to accomplish the same objectives.

Disruptive SWOT Analysis - Based on competitive alternatives (not necessarily in the same product category, but based on JTBD analysis), we perform a standard SWOT analysis through a disruption lens.

A disruptive SWOT analysis evaluates the Strengths and Weaknesses of your solution, with a particular emphasis on Opportunities and Threats. Opportunities and Threats are far more significant in a Disruptive SWOT matrix because that's where the economic value is, and most decisions about disruptive strategy will focus on these two quadrants.

Disruptive Factor Analysis - This report focuses on identifying the key drivers of disruption in an industry/market segment, and possible solutions to address problem areas or leverage opportunities for disruption.

Acquisition Targets - For incumbents, acquiring potentially disruptive solutions can be a key part of an anti-disruption strategy.

We evaluate products and companies based on your product portfolio and where the biggest threats and opportunities are for disruption. We also evaluate which companies in a particular technology domain have the most disruptive potential, and assess the economic value to your organization based on their technology and the potential market. Important to consider is that the economic value, especially of small companies with unique technology solutions, often has no relationship to their book or paper value based on revenues or customer base.

Trend Analysis - A deep dive on macro and micro economic factors and technology trends that impact your markets and which have the potential to spur disruption.

To request any of our Analysis Services, please visit our Contact page, and either give us a call or specify what your needs are, and we'll call you.

Education

Primer on Disruption Theory (1/2 day seminar)
The 4 Necessary and Sufficient Conditions for Market Disruption (1/2 day)
Introduction to Disruptive Innovation (1 day seminar)
Facilitated Disruption Workshop - Trends + Technologies Focus (2 days)
Facilitated Disruption Workshop - Threats + Strategies Focus (2 days)
Custom Workshop

Workshops can be tailored to your specific situation and level of knowledge. For specific issues not addressed above, or to adapt and customize a workshop for your needs, please contact us to discuss your requirements.

Project Support

Advisor/Executive Coach to Innovation and Anti-disruption teams

In the advisor/coach role, we become an active member of your team, applying our disruption expertise directly.

meeting participation/leadership
"Disruption by Design" methodology
opportunity and threat assessment + advice on best response
product, positioning, segmentation, pricing
JTBD analysis

Call us to discuss your project and get a custom quote.1