Let’s start with the end…
Some things we’ve learned over the past 30 years–that novelty is more important than quality; that if you’re not disrupting yourself someone else will disrupt you; that entering new markets is more important than expanding existing markets; that technology has to be evangelized, not asked for by your customers–may no longer be true.
This piece intends to dispel the sexy notion that “disruptive innovations” are always the winner.
But there’s cycle.
Installation is from irruption to the crisis, and deployment is after the crisis. These are the ying and the yang of the cycle.
At some point, “innovation” is expected.
Stop considering the technology a feature. Using the technology where it fits is no longer a feature, it’s a requirement. Connecting a thermostat to the Internet wirelessly is awesome, but calling it an Internet-enabled thermostat will start to be like calling a vacuum cleaner an electricity-enabled broom. And if your thermostat does not connect to the Internet, it will be bought only by retro-chic hipsters.
But if you use ICT in your product, it needs to be seamless. Your users shouldn’t need an instruction manual. Don’t scrimp on user interface and user experience design. Many startups have already gone down this road.
In this term, we are at the age of deployment. Deployment is about ubiquity and crossing the chasm.
The deployment age is not an age of exploration, it’s an age of extending the paradigm into all parts of society.