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Think Ahead

Spot the "disruptive innovations" that can make or break your business success.

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This story appears in the October 2004 issue of Entrepreneur. Subscribe »

Clayton M. Christensen has won fame for his thoughts about therevolutionary business ideas he calls "disruptiveinnovation." Now, in Seeing What's Next: Using the Theories ofInnovation to Predict Industry Change (HBS Press, $29.95),Christensen and co-authors Scott D. Anthony and Erik A. Roth showhow to spot upcoming disruptive innovations that may threaten yoursuccess-or ensure it.

The basic tool is a three-step process for predicting change inany industry. First, look for companies using new ways to reachunderserved, overserved and unserved customers. Second, comparecompetitors to see who has the advantage in the coming disruption.Finally, watch these companies' strategic choices, and see howthose choices affect their chances of surviving and prospering.

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