Meta just launched Thread as a competitor to Twitter.  This makes enormous sense, because it is a natural sustaining innovation Meta can add as a platform extension to generate new revenues.  This was proven when Thread became the fastest growing app of all time (beating ChatGPT.) And Twitter has weakened as advertisers have lost faith in the new CEO, making Thread a great alternative for them to use without having to change their business processes.  It’s not a disruptive innovation, but it will likely be a big revenue generator.

ChatGPT, built on the new Large Language Model (LLM) AI technology, on the other hand, did bring to market a disruptive innovation.  This tech isn’t something more added on in order to make things better, faster or easier for customers.  ChatGPT offers whole new ways to solve problems that will be used by everyone – eventually.  Thus it has its own requirements if it is to succeed, very different from Thread.

This podcast explains disruptive innovations vs sustaining implications, and dives deep into the implications for launch – as well as expectations for adoption.  We discuss the clear guidelines for defining innovations, understanding the requirements being placed on customers, and managing launches to increase the odds of success.

Thinking Points:

• Are you thinking ahead for clever ways to exploit a competitor’s fumble – like Meta did with Twitter?
• Are you thoughtful about how innovations place demands for change on customers?
• Do you have the resources to help customers navigate the path to using your innovation?
• Are you able to distinguish the different kinds of innovation and know the rules for each kind to succeed?

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