Riding the wave of “Big Bang Disruption”

Abstract

Purpose

This interview with author Paul Nunes discusses his theory that “Big Bang Disruption” is a new and critical threat to established businesses driven by large-scale, fast-paced innovation that can redraw global markets often before established players can react.

Design/methodology/approach

The interview reviews the four phases of Big Bang Disruption. Nunes and his co-author Larry Downes believe that each phase has its own set of rules leaders need to learn to respond effectively.

Findings

To defend against Big Bang Disruption, companies must strive to be the lowest-cost provider of all the elements of value the customer seeks, and be able to provide that value in a customer-intimate way.

Practical implications

Marketing’s main function has shifted from selling to creating social consensus about what is “the best” value.

Originality/value

Nunes’s startling conclusion: Every industry is now at risk. No industry will be left unscathed, no supply chain left unscrambled, no strategic plan left unraveled.

Citation

Denning, S. (2014), "Riding the wave of “Big Bang Disruption”", Strategy & Leadership, Vol. 42 No. 3, pp. 9-14. https://doi.org/10.1108/SL-03-2014-0026