Disruption. Innovation.
Two words currently on the lips/pen/keyboard of every advertiser, marketer and business, from the incumbents to the newly-minted entrepreneurs alike.
Everyone is innovative.
Everyone wants to be disruptive. Usually using the latest innovation. Probably in technology.
But they’re quite different things. A recent talk I heard actually put them at opposite ends of a spectrum.
At one end, we have innovation. Incremental changes to the status quo. Small shifts in business as usual.
At the other end of the scale we have disruption. Rapid changes to the status quo. Entirely new businesses becoming normal.
Innovation is about doing the same things, better.
Disruption is about doing new things that make the old things obsolete.
While there have been many technological and design innovations in the property industry, there has been very little change in how the system works.
Today’s innovation is tomorrows status quo. But tomorrow’s disruption is the future.