It’s important that we begin resetting our notions of content’s function in business. For the businesses I’ve talked with, the challenge was never “How are we ever going to create enough content?” It was, rather, “How the hell are we going to manage the deluge of content we are creating?”
If businesses stopped to consider why they’re creating all that content in the first place, the deluge would certainly slow.
That is a disruptive concept in the marketing world.
Speaking of disruption, the December, 2015 issue of Harvard Business Review includes an article co-written by one of my favorite business thinkers, Clayton Christensen. His article, What Is Disruptive Innovation?, updates readers on the status of disruption theory (introduced two decades ago) even as it reminds us of what this theory explains – and doesn’t:
“Disruption theory does not, and never will, explain everything about innovation specifically or business success generally. Far too many other forces are in play, each of which will reward further study. Integrating them all into a comprehensive theory of business success is an ambitious goal, one we are unlikely to attain anytime soon.”
Disruptive innovation is an evolving theory, one that is “in danger of becoming a victim of its own success” and “widely misunderstood … its basic tenets frequently misapplied.”
To read more click here.