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Gwen Smith Ishmael, Sr. Vice President of Insights and Innovation at Decision Analyst in Arlington, TX, has led marketing and new product development activities in the CPG and technology industries since 1986. She also conceived and developed ground-breaking Web-based promotional vehicles, two of which are patent pending. Gwen holds an MBA in Marketing and is a featured speaker on insights and innovation around the world. Her writings have been featured in international text books, most recently in Managing 4 Ps of Marketing FMCG Sector, and Product Innovation: A Strategic Tool for Growth, by ICFAI Publications, 2006 and 2007, respectively.

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Renee Hopkins Callahan Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is Director of Innovation Services at Decision Analyst in Arlington, Texas, is a former journalist who worked as an editor and reporter for The Dallas Morning News and the Nashville Tennessean, and was managing editor of D, the Dallas city magazine. She has a master's degree in rhetoric and has also taught college-level English and informal logic.
In the Pipeline: Don't miss Derek Lowe's excellent commentary on drug discovery and the pharma industry in general at In the Pipeline

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August 10, 2004

Disruptive? Radical? Discontinuous?

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Posted by Leslie Martinich

John Dvorak in "The Myth of Disruptive Technology" calls the "concept of disruptive technology" "the biggest crock of the new millennium."

He claims that "There is no such thing as a disruptive technology."

I grant that much has been made of disruptive technology, but I disagree with Dvorak's claim.

I consider the work done in this field in the last 5 years to be useful in conveying information to folks who might not have spent much time studying history. Innovations (new technologies) change (or disrupt) the way people do things. And they change (or disrupt) the way businesses operate.

And leaders are better off if they understand the dynamics of technology and change.

Other terms used to describe the same phenomena include "discontinuous" or "radical" innovations. And we can find the same sorts of dynamics at work, whether we use one term or another. There is plenty of wonderful research on this topic, starting perhaps with Schumpeter, with the even scarier term, "creative destruction."

The term "disruptive" has some intimidating connotations. Perhaps it serves to catch the eye of the business leader who did not read economic history to notice what happened with moveable type, the telegraph, and 18th century navigation aids.


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