I’m currently working on a fascinating project with Inspiral for inward-investment agency Creative Sheffield to look at disruptive business models and how creative and digital businesses in Sheffield, who are growing faster than any other industry sector there, can benefit from thinking around disruptive innovation.

So what the hell are disruptive business models?

Defined by Harvard Professor Clayton Chistensen in his 1995 in his book The Innovator’s Dilemma, ‘disruptive technology‘ was a term used to describe how new technology can radically affect the market of existing business.  Think how much the iPod has changed the CD industry through popularising MP3s, or mobile storage USB sticks has changed the hard drive and disc industry.  Disruptive innovation is also known as discontinous innovation.

According to guru disruptive innovation consultants Innosight:

“disruptive innovations either create new markets or reshape existing markets by delivering relatively simple, convenient, low-cost innovations to a set of customers whose jobs-to-be-done are ignored by industry leaders.”

More specifically, disruptive business models, are how restructuring the way we do business can create a new market – particularly in low-cost, flexible, and online based businesses who can produce ‘just good enough’ services to suck in those who wouldn’t otherwise participate.  And the ‘hidden’ market for a business service is potentially massive. For example: the growth in low-cost, no-frills airlines for those who just want to get there, Google’s Docs and Spreadsheets for those who just don’t need Microsoft’s powerful Excel, or Zara’s quick from catwalk to shop designs for those who want their fashion fix quick.

In short: disruptive innovation is all about changing the business world, albeit maybe only a tiny bit of that world.  It could be a piece of video presentation software that cuts out the low value corporate video market.  It could be a service like Etsy that enables local designer-makers to connect and sell to the world.

Are you a disruptive innovator in the creative and digital industries?

I’m really excited about this project because its:

1) Probably the first time that research on this topic has been focused on small instead of corporate businesses.
2) Almost certainly the first time disruptive innovation has been applied to the creative sector.

I’m looking for case studies of creative and digital businesses who could broadly fit the label of ‘disruptive innovators‘.  Perhaps they are in software, fashion, music, web development, film or computer games.  I’d ideally like to establish contact with UK creative businesses.  But if you’re a creative business outside the UK, I’d like to know what you’re doing too, and if you’re a UK small business doing something really interesting outside of the creative sector that could be cool too.  Social enterprises also may bring something interesting to the mix.

Its not just a dust-gatherer piece of research: case studies will go into a downloadable brochure and blog website, plus there may be some publicity and stuff associated with the launch.

Any suggestions for your business or people you know?  Please email me at: Susi O’Neill: susi@digitalconsultant.co.uk

Or post your suggestions and a website in the comments below.  Look forward to hearing your ideas!