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Examples of Disruptive Innovation - YouTube
Channel: INSPIRATION FOR INNOVATION
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examples of disruptive innovation
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the coba tile adhesive silo what's to
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the end to see
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this disruptive business innovation
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in action disruptive innovation is one
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of the four innovation strategies
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you might choose watch this video to get
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a clear understanding of how disruptive
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innovation
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starts and how it is transformed from a
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idea on a post-it into a full
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operational product
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tripling their market share let's start
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straight away
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brell a mid-sized company in the
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netherlands producing
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concrete and tiling a thesis needed to
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innovate itself out of a financial
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crisis
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end of 2014 they use the fourth
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innovation method to ideate and develop
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six new business cases among which the
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tile adhesive silo service under the
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brand name
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coba now fourth is a proven method
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combining
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business thinking with design thinking
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where an innovation team
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including top management and roles and
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expedition
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of 15 weeks a good innovation
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is a new solution for a relevant
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customer friction
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the customer need for the tile adhesive
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silo was discovered on the island
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observe and learn where professional
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tilers complained that the profit
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margins were squeezed
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during the crisis they would like to
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increase their revenues
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and margins as well on the island raised
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ideas
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bro generated 964
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new ideas and the 15 best ones
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were chosen and worked out as a concept
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the tiling adhesive silo service was
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really disruptive as it
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used a complete new technology to make
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tile adhesive
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on the spot with a machine instead of
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mixing powder and water
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with a mixer by hand as they have been
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doing for decades
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in this way the tiling team could now
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only consist of three people
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instead of four which would lower
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substantially the cost of the tyler
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and give him his margin back the silo
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adhesive service was ranked by customers
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only as number 11 out of 15 concepts
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there were a lot of questions on this
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new technique but in disruptive
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innovation
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don't listen to your customer brel
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believed that they could make the
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technology work
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and they had a real unique sales
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proposition as their competitors in tile
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adhesive
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were not used to work with silos like
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bell did in concrete
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at the end presentation next to more
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revolutionary ideas like the concept of
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3d printing of architectural concrete
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tiling adhesive service was chosen by
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the leadership team to be implemented
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it got both funded and staffed and brell
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decided to develop this disruptive
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concept in-house with top priority
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after two years of intense experimenting
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testing and working with first mover
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clients it became clear that the new
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technology would work
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and they launched this disruptive
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innovation
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within three years after the launch
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they tripled their market share from six
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percent
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to 18 in the tiling of floors
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here you can see the tile adhesive silo
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surface
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in action
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[Music]
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[Music]
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[Applause]
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[Music]
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so
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watch next this movie on the radical
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innovation strategy
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of 3d printing of concrete
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another radical innovation example of
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rel
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let's innovate and
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stay safe
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