Technology by itself is not disruptive. Rather, disruptive innovation occurs when a technology or capability does a JOB for a consumer better than all other products. While products come and go, the Job To Be Done (JTBD) does not change often. Various solutions can be “hired” or “fired” to meet the need. For example, the need to meet with people has existed for thousands of years. While in-person meetings are a great fit to meet this need, remote populations require travel and geographic nearness to complete this task. Video Conferencing products simulate the in-person meetings to be “hired” to get the Job To Be Done for those separated by distance.
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Zoom is even now a verb (Philadephia Inquirer 4/29/20)₃. For those not familiar with Zoom, it is a San Jose based publicly traded video conferencing company founded in 2011 by Eric Yuan. They launched their software in 2013, first became profitable in 2019, and joined the Nasdaq-100 in April 2020 (Zoom Wikipedia)₄. Zoom is a story of disruptive innovation. While the word “disruptive” is often used in Silicon Valley and the startup community, this paper will use the “disruptive innovation” definition and frameworks as defined by Clay Christensen, the late author of “The Innovator’s Dilemma” and professor at Harvard Business School₁₀. It has gained worldwide adoption from companies (big and small), to remote learning (elementary through university), to entertainment (e.g., Tonight Show and Conan Zoombombing Tibco)₂, and to personal gatherings (e.g., grandparents calls, virtual happy hours, etc). With over 300 million active participants daily on their platform (Reuters 4/30/20)₁, Zoom has emerged as a story of huge disruptive innovation across the globe.
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