I’m not an expert on disruptive technologies, but I have been in the technology business for some time and have observed a common theme about those who inhabit the “bleeding edge” of innovation. Usually if you work with a technology that is considered disruptive, your thinking is going to be disruptive too – at least most of the time.
The all-encompassing quality of disruption goes a long way to explaining why the old incumbent technologies, the digital dinosaurs, are often caught out when the new guy comes along to grab some of their heavily-defended turf. The new guy is thinking disruptively, not only in his technology, but also in his approach to bringing that technology to market.
New tech means new sales thinking, new marketing and communications thinking. Except that it doesn’t, at least not in one very important way where tradition trumps transformation.