Management leads by example - this is true not only for leaders but also for the discipline of Management Education. Case studies and examples are the best way to introduce and clarify concepts. Clayton Christensen uses cases from the Disk Drive industry and the Mechanical Excavator industry to answer the question he poses in the beginning - Why do great firms fail?
His answer - The Innovator's dilemma: The very capabilities that make firms great are the cause of its downfall when faced with disruptive innovation. He also peppers the book with interesting examples from other industries such as PCs, cars, retailing.
Another instructive section is his explanation of capabilities - the factors that affect what a firm can and cannot do. He breaks up capabilities into Resources, Processes and Values - something that managers at the helm can use at different stages of a firm's life cycle.
It's in the solution to the dilemma that I feel Prof. Christensen does not do enough. This is actually symptomatic of a general trend I see in popular management books where solutions are presented as a straightforward inverse of the issue. If current capabilities inhibit success in disruptive innovation, create a separate organization with new capabilities. If small opportunities do not fulfill the growth needs of a large company, embed the innovation in a small organization. If it's hard to estimate market size, plan to fail.
Reality is not that simple. Failure at great firms in the face of disruptive innovation is either because they did not 'see it coming' or executed incorrectly. His thesis presents solutions for the 2nd cause, not for the 1st.
In essence this problem from the perspective of the incumbent is that of balancing current business with future growth. Stated this way, it's not an either-or. A successful firm needs to do both - deliver current business and plan for future growth. Some of the future growth will come from sustaining innovation (for which the current organization is appropriate) but an unknown part can come from disruptive innovation. A separate, self-sustaining group, preferable under the CEO's watch is better positioned.
Prof. Christensen also does not cover the issue from the perspective of an entrant - the book would have been more complete if he had. For an entrant, the challenge is to find a consumer segment that wants his innovation. I feel that instead of stating and re-iterating the innovator's dilemma (which after a point starts to grate), he could have spent some effort in laying out a conceptual framework to help an entrant. Here, I find the concept of Points of Difference and Points of Parity from other management schools to be useful.
And even if you don't have a disruptive innovation but want to enter a market, there are important pointers in the book - though they are not laid out as such. Find a market where the existing products are over-designed for some people. Create an innovation that achieves Point of Parity for current important attributes and Point of Difference on a new attribute. Windows compatible software that is not as evolved as Microsoft Office, meets the basic word processing, computation and presentation needs of a significant part of the population but is significantly cheaper is a case in point. And to subvert the bundling problem, it can be downloaded.
The power of the book for a practising manager is that it asks an important question. And through its examples provides a fertile ground for you to introspect and ruminate over your experiences. The real value of the book resides in these connections that your introspection reveals.
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