Risks

Failure to disrupt your messaging status quo or differentiate your product from the rest of the pack can bring down a company. Kodak is a prime example of a company that failed to incorporate disruptive thinking and became a dinosaur. 

Lack of disruptive thought can lead to:

• Stagnant corporate culture.
• Inability to innovate.
• Loss of market momentum.
• Product failure.
• Communications disasters.
• Missing your target audience while talking only to your past target audience or, worse, talking to the wrong target audience.
• Decrease in sales.
• Overspending or fruitless spending of your marketing dollars.
• Ultimately, in some cases, business failure.
  

Opportunities

 Full implementation of disruptive thinking can lead to:

• Growth, i.e. greater sales and profits.
• Innovation.
• Inventive strategies that can extend the life of a product or product line.
• New products and services.