The Next Big Thing: From Toy to Disruptive Technology

The Next Big Thing: From Toy to Disruptive Technology

"The next big thing will start out looking like a toy." This statement, popularized by Clay Christensen's theory on disruptive technology, highlights the tendency for groundbreaking innovations to be dismissed as mere playthings in their early stages. This dismissal occurs because these technologies initially fall short of meeting user needs. However, to differentiate between toys that remain toys and toys that become disruptive, it is crucial to examine products as processes. Understanding the trajectory of a technology's development, particularly in terms of process speed and external forces, such as cheaper microchips and ubiquitous bandwidth, is key to determining its potential for disruption.

One notable example of a disruptive technology is Wikipedia. Despite facing daily challenges from spammers, vandals, and various other contributors, Wikipedia continues to improve at an impressive rate. Its success lies in its ability to ride the wave of external forces, constantly evolving and surpassing user needs. Startups that embrace sustaining technologies, on the other hand, are unlikely to achieve the same level of success. The true disruptors are the ones that fly under the radar, dismissed as mere toys by skeptics.

A prime illustration of such a disruptive technology is Notion. The groundwork for Notion began in 2013, but progress was stagnant until a team restructuring and relocation to Japan breathed new life into the project. In 2016, Notion made its debut on Product Hunt, and the launch proved to be one of the most successful of that year. Notion's unique approach was to combine single-player productivity with multiplayer productivity apps, offering users a flexible and adaptable platform. This flexibility allowed users to build powerful tools that catered to their specific needs, rather than conforming to predefined structures.

Notion's growth has been primarily driven by word of mouth (WoM). By raising awareness through launch on discovery platforms and encouraging viral spread among initial users, Notion maximized user commitment and positive emotions associated with the product. The company efficiently moved users along a learning/value curve, without relying on a large customer service or sales force. Notion's value stack comprised four levels: single personal use-cases, multiple personal use-cases, becoming a company's source of truth, and serving as Lego blocks for creating productivity apps. By guiding users towards unlocking more valuable use-cases, Notion ensured that a larger number of people reached the highest level of their value stack.

Notion's success can be attributed to its strategic approach to the landing page and onboarding process. The landing page effectively communicated the power of the tool, prompting users to consider their ideal use-case. Meanwhile, the onboarding process focused on demonstrating how users could utilize the product, enabling them to extract maximum value. Notion's journey began with a simple value proposition that addressed immediate problems and gradually led users towards more valuable use-cases. In some cases, it may be more effective to start small and build upon initial successes, especially for products with a large surface area. By helping users unlock the next level of value at every interaction, Notion accelerated word of mouth and fostered a strong user community.

In conclusion, the next big thing often starts as a toy, dismissed by many until its disruptive potential becomes evident. Notion exemplifies the power of embracing disruptive technologies and focusing on user needs and value creation. To replicate their success, here are three actionable advice:

1. Embrace the process: Continuously improve your product, riding the wave of external forces such as technological advancements, to meet and surpass user needs.
2. Foster word of mouth: Prioritize strategies that raise awareness, encourage viral spread, and maximize user commitment and positive emotions associated with your product.
3. Guide users along the value curve: Start with a simple value proposition, demonstrate how users can utilize the product, and progressively unlock more valuable use-cases to accelerate user adoption and satisfaction.

By incorporating these principles into your approach, you can position your product as the next big thing, even if it initially appears as a mere toy.