Analyst, Ph.D., and author, James McQuivey, lives and breathes digital disruption, and has for nearly 20 years observing, analyzing, and forecasting markets, consumers, and technology. In his keynote session from Delight 2014, James brings insight to what we see happening in business today.
The author of the book “Digital Disruption” also gives advice to unleash the disruptor within us all and transform the customer-business relationship. James describes how digital disruption is accelerating at a breakneck pace, and gives real examples of disruptors, including Square, Uber, and Airbnb.
He discounts the first two of three historical barriers to digital disruption, and teaches us how to address the third:
- People will never do that. Not valid anymore.
- It will cost too much to do. Not valid anymore.
- We don’t know how to disrupt ourselves.
The Power of Adjacent Possibilities
According to James, there are three steps to determining your path to digital disruption:
Step 1: Join the already-disrupted consumer.
Step 2: Generate more ideas more quickly, by innovating the adjacent possible.
Put your customer in the middle and ask “what do they want next?” Do not build the future; build the next thing people really need and let the future find you.
Step 3: Deliver total product experiences.
Go beyond traditional boundaries and understand that digital relationships extend the customer experience for a brand or product.
Watch James’ keynote session from the 2014 Delight Conference to be inspired to release the disruptor within.
James McQuivey at Forrester Research is the foremost analyst tracking and defining the power and impact of digital disruption on traditional businesses. His consumer models identify the ways consumers have embraced digital experiences and platforms, and his strategy models help companies prepare to serve those consumers. Though he applies this knowledge to a wide variety of industries, he spends the majority of his consulting time with consumer media and consumer electronics companies that are at the forefront of dealing with digital disruption. In February of 2013, James published his book “Digital Disruption: Unleashing the Next Wave of Innovation.”
Previous positions at Forrester Research included leading the Consumer Technographics® North America, Forrester’s unparalleled consumer research effort. Before that, he was a senior analyst and founding member of the online retail strategies practice at Forrester. In addition to keynoting at industry events and Forrester Forums, James is routinely sought after for comment by such publications as The New York Times and The Wall Street Journal. He also appears frequently on NPR and CNBC.