When a disruptive new technology arrives, the greatest business opportunities often lie not in creating the disruption but in mending it – in figuring out…a way to use an older, established technology as a bridge to carry customers to the benefits of the emerging technology.
When we talk about business innovation today, we tend to use terms like breakthrough and pioneering and revolutionary. But some of the greatest and most lucrative innovations are essentially conservative. They are brought to market by companies that are as adept at looking backward as looking forward, and that have the skill and patience to achieve the most commercially attractive balance between the old and the new. “Conservative innovation” may sound like an oxymoron, but it’s an idea that deserves to be a part of every company’s thinking.