Williams believes that tension points are much more subtle

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However, over the years, the medical industry became frustrated with the hefty costs of Stericycle’s services. That’s when MedPro Disposal’s founder, George Shanine, recognized an opportunity to create a cost-effective alternative. By offering cost savings of 30 to 40 percent, Shanine disrupted the industry and took away a sizable share from Stericycle. [Learn how to use customer feedback to gain a competitive advantage.] Tension points According to Luke Williams, author of Disrupt: Think the Unthinkable to Spark Transformation in Your Business (FT Press, 2010), the key to identifying markets that are ripe for disruption is to look for tension points instead of massive pain points.


What’s the difference? They aren’t typically big enough jordan mobile phone numbers database to be considered major problems, which means most businesses aren’t paying attention to them. However, once a solution is developed, it’s obvious that fixing the underlying issue offers an excellent opportunity to penetrate and revolutionize the industry. Did You Know? According to Williams, there are four types of tension points: workarounds, values, inertia, and shoulds versus wants. Consolidated power An industry or market that is dominated by a few companies is the perfect space for disruption.


Due to the imbalance of power within the industry, it may seem difficult to break through the power structure and disrupt it. However, startups often can work faster, adopt more efficient technologies into their processes, and develop innovative products or services more quickly than the businesses at the top. They can find space to move up in the industry and begin to shake things up, causing the dominating companies to either shift or crumble. >> Learn more: At What Point Are You No Longer a Startup? Outdated technology Because technology is constantly evolving, industries must stay on top of technological changes and implement the latest tools — or risk disruption.