How Disruptive Innovations Happen At The Edges

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On her blog, The Story of Telling, Bernadette Jiwa address where great innovation comes from:

Great innovation, and thus products and services people care about, lies at the intersection of the customer’s latent desire and your solution. Innovation then is not always about giving people a slightly better version of what they’ve got, or have demonstrated that they need, even if that is what you’re equipped to deliver and how you profit today. Sometimes it’s about rewriting the future for a customer who doesn’t know what will matter to him in five years time, in a market that doesn’t yet exist.

More from Jiwa in her book Difference: The one-page method for reimagining your business and reinventing your marketing.


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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.