THE SIXTH GENERATION
6G: DESIGN DRIVEN
Within this generation, a market does not exist. Creators design new products whilst simultaneously creating a need. One important consideration here is to understand the underlying reason to why people purchase what they purchase as people do not buy products, rather they buy meaning. Firms should understand the underlying meaning to the buying habits of consumers and surpass features, functions, and performance. A term almost synonymous with design driven innovation is disruptive innovation discussed in the levels of newness of innovation tab. Disruptive innovation disrupts an existing market and displaces previous technology.This disruption is the source of competitive advantage.The DVD (Digital Optical Disc Storage) is an example of disruptive innovation. Prior to the advent of DVD, VCD’s were dominant in the marketplace.
It is important to note that innovation generations are not confined to time boundaries. Creativity oversteps all boundaries and barriers to creativity are created in the brain through the process of categorization.
Within this generation, a market does not exist. Creators design new products whilst simultaneously creating a need. One important consideration here is to understand the underlying reason to why people purchase what they purchase as people do not buy products, rather they buy meaning. Firms should understand the underlying meaning to the buying habits of consumers and surpass features, functions, and performance. A term almost synonymous with design driven innovation is disruptive innovation discussed in the levels of newness of innovation tab. Disruptive innovation disrupts an existing market and displaces previous technology.This disruption is the source of competitive advantage.The DVD (Digital Optical Disc Storage) is an example of disruptive innovation. Prior to the advent of DVD, VCD’s were dominant in the marketplace.
It is important to note that innovation generations are not confined to time boundaries. Creativity oversteps all boundaries and barriers to creativity are created in the brain through the process of categorization.