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Mark Suster: How to Recognize Disruptive Opportunities | Revolution Season 3 | BrianSolisTV
9 segments available
Recognizing opportunities to invest, change or innovate is now a fundamental part of business. SUBSCRIBE: http://bit.ly/17xvTFf About Brian Solis: Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web. Connect with Brian Solis: Visit the Brian Solis WEBSITE: http://bit.ly/19SSo6X Like Brian Solis on FACEBOOK: http://on.fb.me/1cqXAmX Follow Brian Solis on TWITTER: http://bit.ly/1aIlxmv Follow with Brian Solis on LINKEDIN: http://linkd.in/HsyOFv Mark Suster: How to Recognize Disruptive Opportunities | Revolution Season 3 | BrianSolisTV http://www.youtube.com/user/briansolistv
Segments Timeline
Introduction to Disruption
Brian Solis introduces Mark Suster, a seasoned expert in technology and venture capital, who will discuss the intersection of emerging and disruptive technologies. This segment sets the stage for understanding how these technologies shape the future of business.
"Hello I'm Brian Solis and welcome to the Revolution. With us today is someone who's going to help us walk the line between emerging and disruptive technology, and help us see into the future so that w..."
Mark Suster's Journey
Mark Suster shares his background as a software programmer and his extensive experience in advising companies on IT strategy. He discusses his transition from entrepreneurship to venture capital, highlighting the importance of understanding both large enterprises and startups in recognizing disruptive opportunities.
"Sure, well I grew up a software programmer since the time I was thirteen years old. I grew up in Northern California, we all had computers around us. That parlayed into a career helping advise big com..."
Defining Disruptive Technology
Suster defines disruptive technology, crediting Clay Christensen's concept from 'The Innovator's Dilemma.' He explains how disruptive technologies are often cheaper and lower quality initially but can capture significant market opportunities as they improve, challenging established businesses.
"So you have certainly, a significant amount of experience working within the enterprise Yes. with big businesses, also with decision makers and the process of making those decisions and now, you kind ..."
The Complacency Dilemma
Suster discusses the complacency that can affect businesses when they fail to recognize emerging technologies as threats. He uses the metaphor of boiling frogs to illustrate how companies can become desensitized to gradual changes in technology and market dynamics.
"Right, and so, when you talk to an executive, they'll say, "Our mission for 2012, 2013 is to get closer to the customer. Yes. Yet, when we look at technology, whether it's disruptive, emergence, or ju..."
Corporate Innovation Models
Suster presents models for how large companies can innovate and adapt to disruption. He cites Comcast Ventures and American Express as examples of companies experimenting with new technologies and partnerships to stay ahead of market changes.
"Well complacency though is a very contagious disease and it affects a lot of companies and decision makers. Not just the television, I mean, it's customer service, communication, sales, process, every..."
The Role of Social Media
Suster emphasizes the importance of social media as a tool for businesses to engage with customers. He warns against relying solely on platforms like Facebook for customer relationships and advocates for maintaining independent channels to foster direct connections.
"Where does Walmart Labs fall in that? You know I have to be honest, I don't know enough of what their objectives are to really comment on that one. One of the things that I'll just throw out there is ..."
Understanding Disruption in the Enterprise
Suster discusses the cultural challenges within enterprises in adapting to disruptive technologies. He highlights the need for leadership that understands the digital landscape and can leverage technology to enhance customer engagement and decision-making.
"But who's that person within the organization right now that recognizes the difference between, and this is why disruptive and emerging is such an important thing to build an infrastructure around. Fa..."
The Importance of Business Intelligence
Suster stresses the significance of business intelligence in making informed decisions. He critiques how many companies fail to integrate social media insights into their strategic planning, leading to missed opportunities for growth and innovation.
"to make better decisions. you can find out "What do twelve to seventeen year old women, girls in South Florida think?" W"hat do 35 to 49 year old republicans in Maine think?" All that data is out ther..."
The Future of Open Systems
Suster predicts a shift towards open systems in technology and business. He argues that companies must focus on building meaningful relationships with customers and adapting to an increasingly transparent world, rather than chasing short-term gains.
"it to the board room. The problem is as you said these Silicon Valley firms aren't doing that. So what's next for disruptive and emerging technology and what does the business need to think about movi..."