Embracing Disruptive Technologies and Addressing Human Needs in the Post-Covid Era

Embracing Disruptive Technologies and Addressing Human Needs in the Post-Covid Era

The next big thing will start out looking like a toy. This statement holds true when we consider Clay Christensen's theory of "disruptive technology." Disruptive technologies often begin by undershooting user needs, causing them to be dismissed as mere toys. However, to distinguish disruptive toys from those that will remain insignificant, we must view products as processes and analyze their development over time.

While sustaining technologies may have been the norm in the past, startups with disruptive technologies are likely to dominate the top lists in 2020. The key lies in designing products that ride the waves of external forces such as microchips becoming cheaper, bandwidth becoming ubiquitous, and mobile devices becoming smarter. These factors drive the utility curve upwards, allowing disruptive technologies to eventually meet and surpass user needs.

An excellent example of a disruptive process is Wikipedia. Every day, it is bombarded with edits from spammers, vandals, and individuals with questionable intentions. Yet, every day, the community of dedicated contributors makes it better at an exponential rate. This process speed, with the good outweighing the bad, propels Wikipedia forward and ensures that it continues to meet users' needs for encyclopedic information.

In the post-Covid era, finding "Product-Human Need Fit" becomes even more crucial. The pandemic has amplified the voices of individuals, demanding products and experiences that align with their unique identities and values. It is no longer enough for innovation to cater only to those with access, privilege, and power. We must extend our focus to under-represented communities whose basic needs have been overlooked for too long.

The impact of the pandemic was felt by everyone, but it disproportionately affected underprivileged communities. As the world changes, people adjust, and needs evolve. This opens up new opportunities for innovation that caters to the diverse human motivations behind consumer behavior. Therefore, it is essential to shift our perspective from "product-market fit" to "product-human need fit."

The Covid-19 crisis forced individuals to confront their most primal needs, regardless of their previously attained status. Movements such as Black Lives Matter, Stop AAPI Violence, and Transgender Rights have shed light on the deprivation of basic human needs that many individuals face. While our constant pursuit of efficiency and achievement is commendable, we cannot advance as a society if a significant portion of our community is struggling to meet their fundamental needs.

In light of these insights, here are three actionable pieces of advice for businesses and innovators:

1. Embrace disruptive technologies: Look for emerging technologies that have the potential to ride the wave of external forces. These technologies may initially be dismissed as toys but have the capacity to meet and surpass user needs over time.

2. Focus on product-human need fit: Instead of solely aiming for product-market fit, delve deeper into the motivations and needs of your target consumers. By addressing their unique identities and values, you can create products and experiences that resonate with them on a fundamental level.

3. Prioritize inclusivity and social impact: Consider the needs of underprivileged communities and under-represented groups during the innovation process. By addressing their basic human needs, you can contribute to a more equitable society and ensure that progress benefits all.

In conclusion, the next big thing will indeed start out looking like a toy. Disruptive technologies that undershoot user needs at first have the potential to surpass expectations and dominate the market. However, in the post-Covid era, it is crucial to prioritize product-human need fit and address the basic needs of underprivileged communities. By embracing disruptive technologies and focusing on inclusivity and social impact, we can pave the way for a more equitable and innovative future.