The Rise of Twitter's 'Super Follow' and the Power of Disruptive Technologies

The Rise of Twitter's 'Super Follow' and the Power of Disruptive Technologies

In a recent event, Twitter unveiled its highly anticipated paid subscription service called "Super Follow." This new feature allows users to access exclusive content, deals, and community access to creators for a monthly fee of $4.99. This move by Twitter is part of its broader goals for the future, aiming to double its annual revenue from $3.7 billion in 2020 to $7.5 billion or more by 2023. Additionally, Twitter aims to reach 315 million or more monetizable daily active users (mDAU) by the end of 2023.

This announcement by Twitter brings to mind an important insight from Clay Christensen's theory of disruptive technology. According to Christensen, the next big thing often starts out being dismissed as a mere "toy." Disruptive technologies are initially underestimated because they undershoot user needs. However, to distinguish disruptive toys from those that will remain insignificant, we need to view products as processes.

The key to disruptive technologies lies in their ability to ride external forces and adapt to changing circumstances. Factors such as the decreasing cost of microchips, the ubiquity of bandwidth, and the increasing intelligence of mobile devices contribute to the success of disruptive technologies. They are designed to leverage these changes and continuously improve their utility over time.

An excellent example of a process-driven disruptive technology is Wikipedia. Despite being constantly bombarded by spammers, vandals, and other undesirable elements, Wikipedia continues to evolve and improve at an astonishing rate. The collaborative efforts of dedicated individuals consistently outweigh the negative impact of malicious actors. As long as Wikipedia continues to get better, it will eventually surpass user needs and expectations.

In contrast, startups that focus on sustaining technologies are unlikely to make a significant impact in today's landscape. The top contenders in the technology industry are often those that go unnoticed initially because they are dismissed as mere toys. However, if the technology is truly groundbreaking and its benefits are evident, it will eventually capture the attention of the masses and attract imitators.

So, how can businesses and individuals leverage the power of disruptive technologies and stay ahead of the curve? Here are three actionable pieces of advice:

1. Embrace experimentation: To identify disruptive technologies, businesses should foster a culture of experimentation. Encourage employees to explore new ideas and concepts, even if they seem like toys at first. By allowing room for experimentation, companies can uncover hidden gems that have the potential to reshape entire industries.

2. Stay informed and adaptable: Keep a close eye on external forces that are shaping the technological landscape. Stay informed about emerging trends, advancements in related fields, and changes in consumer behavior. By staying adaptable and open to new possibilities, individuals and businesses can position themselves to take advantage of disruptive technologies as they arise.

3. Focus on continuous improvement: To ride the wave of disruption, it is crucial to prioritize continuous improvement. Whether it's a product, service, or process, strive to make it better every day. By embracing a mindset of constant iteration and enhancement, you can ensure that you are always one step ahead of user needs and expectations.

In conclusion, the rise of Twitter's 'Super Follow' and the power of disruptive technologies remind us that the next big thing often starts small and is dismissed as a mere toy. However, by viewing products as processes and capitalizing on external forces, disruptive technologies can revolutionize entire industries. To stay ahead of the curve, businesses and individuals must embrace experimentation, stay adaptable, and focus on continuous improvement. By doing so, they can position themselves to be at the forefront of innovation and success.