Peter Alkema recently spent some time at GREY South Africa talking about the technologies behind some key trends. The so-called fourth industrial revolution has seen the rise of cyber-physical systems like Tilley Lockey’s new bionc arm and a host of new capabilities that are rapidly changing the way we live and work. Some of the change is painful, especially for large companies, according to Accenture’s CEO Pierre Nanterne, “Digital is the main reason just over half the companies on the Fortune 500 have disappeared since the year 2000.” This a scary thought for established business models, even in advertising, a highly creative and innovative industry that have new challenges keeping brands leading in ever more disruptive and competitive markets.
Peter Alkema also spoke about exponential companies and what they do that makes them successful, whether by design or by experiment – usually the latter. Early digitization and deceptive growth creates customer and product platforms that can scale quickly and provide useful solutions, which often leverage the network effect. The more people that use a platform, the more beneficial it is to everyone else; Facebook is only useful because everyone else uses it, Waze only succeeded because it could aggregate vehicle info from a growing number of users and send it back to the rest of the users which achieved compound growth. Points of discontinuity from old to new business models are common in the case studies we looked at: Kodak / Instagram, Wikipedia / Encarta, Whatsapp / SMS, Apple / Blackberry and others. I’ve written previously about the lessons we can learn from South Africa’s big disruptors.
Please visit the following link to access the full article written by Peter Alkema: https://www.peteralkema.com/disruption-at-grey-colouring-outside-the-lines/
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