Stop Disrupting and Solve the Disruptions

Many businesses treat their customers as homogeneous entities with the same needs and reactions to products. However, this overlooks the fact that customers are constantly moving through different life events and stages where innovation can provide the most value. Rather than trying to disrupt markets, innovation should focus on creating solutions for the frequent disruptions that customers face during significant life events. For example, financial institutions have missed opportunities to innovate during life events such as graduating college or starting a family. By providing tools and services to help customers through these disruptions, innovation can ease the transition and provide real value.