“At Work ‘Innovoo, we had a vision for tomorrow”: it was enough of a sentence from the director of innovation of this consulting firm in imaginary management to conquer its audience. Arrived on stage equipped with a virtual reality headset, he continues: “Why want to spare his teams, respect his employees, why can we never express all the frustration that we feel in the office?”
“Let’s overturn the table with this little helmet: in the metavers, this virtual field of all possibilities, you can verbally and physically attack all the colleagues you hate, set fire to computers, without any consequences in real life ! The result? Suitable teams. Is it a simple novelty? No, simply the key to a management that moves unreachable, a disruptive revolution! “
For the past ten years, one of the watchwords of the leaders (economic … and some, political) is to “disrupt”, so as not to be “disrupted”. This anglicism, acclaimed or mocked, designates the new operating methods of growing businesses: roughly, this is what can be described as “rupture innovation”, in management.
short -Circuit
To understand this spirit of rupture, we must turn to physics: in the lexical field of electricity, a “disruptive force” is a sudden electrical discharge, which is accompanied by a spark. It is a short circuit.
It will suffice for a spark to light an entire sector: an idea, therefore, accompanied by a structured business model, which takes the opposite of conventions. Advertising Jean-Marie Dru defined the concept in 1992, but the American professor Clayton Christsen theorized it in 1997 in management sciences. Incremental innovation, which improves products that already exist continuously, is too expensive.
The invention of new codes is therefore at the heart of the concept: in each sector, a company chooses to approach the market from below, to use new technologies to offer products or services cheaper or abandoned by Historical actors.
uber, Airbnb, Lydia, Doctolib
They democratize a practice, and end up crushing past behemoths to win the bet. The examples are well known: Uber has “disrupted” taxis, Airbnb the hotel market, and the young French shoots know that they have got their hands on their fields when “make a lydia” or “make a meeting you on doctolib “become everyday sentences.
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