The Next Big Thing: From Toy to Disruptive Technology

The Next Big Thing: From Toy to Disruptive Technology

In the world of innovation and technology, the next big thing often starts out being dismissed as a mere "toy." This is a concept highlighted by Clay Christensen's theory of disruptive technology. Disruptive technologies are often underestimated because they initially undershoot user needs. However, to distinguish between toys that are merely playthings and toys that have the potential to become disruptive technologies, we need to look at products as processes.

One important factor to consider is the speed of the process. Is it getting better or worse? Disruptive technologies are fueled by external forces such as microchips getting cheaper, bandwidth becoming ubiquitous, and mobile devices becoming smarter. These advancements contribute to the upward trajectory of the utility curve. For a product to be truly disruptive, it needs to be designed to ride these changes and continuously improve.

A prime example of a disruptive technology that has surpassed expectations is Wikipedia. Despite being constantly edited by spammers, vandals, and other disruptive elements, Wikipedia continues to improve at a remarkable pace. This is because the good guys, the dedicated editors, are able to outpace the negative influences. As long as Wikipedia keeps getting better, it will eventually meet and even surpass users' needs for encyclopedic information.

On the other hand, startups with sustaining technologies are less likely to be the ones that dominate the top lists in 2020. These startups often focus on incremental improvements rather than groundbreaking innovations. It is the disruptive technologies that sneak past the competition because they are initially dismissed as toys. If a technology is truly revolutionary and its benefits are evident, it will attract attention and be copied by others.

Community Building 101: Establishing a Strong Connection

Building a community is not a short-term endeavor. It requires a long-term investment and a deep understanding of why you want to create a community in the first place. What are your goals? Who do you want to be a part of this community? These are essential questions to answer before diving into community building.

To make a community work, there needs to be a collective thread that makes people feel included. It is crucial to embrace your community as they are, rather than trying to change them. Understanding your target audience is paramount. No one wants to be a part of something that feels out of touch with their needs and values.

Once you have a clear vision of your community and its members, the next step is to find them. Where do they live online? This could be platforms like Facebook Groups, Discord, or even creating your own dedicated platform. Integrating your brand into their online lives is essential for fostering engagement and connection.

Engagement is the key to building a thriving community. Make your audience feel wanted and accepted. Use polls, questions, and interactive content to encourage their participation. Show that you genuinely care about their thoughts and opinions. This not only promotes engagement but also provides valuable market research.

Additionally, collaborating with creators and influencers can give your brand a unique opportunity to capture attention. Their experiences and perspectives can resonate with your audience in a way that a brand account cannot. Empowering these ambassadors can accelerate community growth and establish a sense of leadership within your community.

Ultimately, community building is about creating a space where people feel included, wanted, and important. It goes beyond the structure and platforms; it requires a human touch. Every individual, even introverts, desires connection and acceptance. By engaging with your audience and fostering a sense of belonging, you can build a strong and thriving community.

Actionable Steps for Success:

1. Clearly define your community's goals and identify your target audience. Understand their needs, values, and preferences.

2. Find the platforms and spaces where your audience resides online. Integrate your brand into their online lives to foster engagement and connection.

3. Prioritize engagement and make your audience feel wanted. Use interactive content, ask questions, and provide opportunities for them to share their thoughts. Collaborate with creators and influencers to capture attention and provide unique perspectives.

In conclusion, the next big thing often starts as a toy, dismissed by incumbents and underestimated by the industry. However, by understanding the concept of disruptive technology and designing products as processes that ride external forces, it is possible to identify the toys that have the potential to become game-changers.

Similarly, community building requires a long-term investment and a deep understanding of your community's goals and target audience. By embracing your community as they are, finding them in their online spaces, and prioritizing engagement and connection, you can create a thriving community where individuals feel included and valued.

Remember, the heart of a community lies in the human connection. By incorporating these actionable steps, you can build a community that stands the test of time and becomes a force to be reckoned with in your industry.