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But what does it MEAN?

Updated: Nov 28, 2020

Disruption happens when innovation causes history to take a new, un-projected path. It does NOT happen because technology has merely advanced, even if the technological advancement is radical.

For disruption to occur, innovation must create new meaning. Meaning determines value and is ultimately the paradigm-shifting factor.

Scientists and engineers frequently miss this. Too often they think new technology itself is what is valuable, instead of what that technology means to its users. The resulting logical conclusion from this fallacious way of thinking sounds like this: "My product is intrinsically valuable because it does what I created it to do. People will want to buy it merely because of what it is and what it does."

Alternatively, I propose this mindset: "People will ONLY buy what I'm selling if A.) it means something and B.) I emphasize that meaning."

Moving the Needle VS Breaking the Needle

A light bulb isn't a glass-enclosed area containing inert gas and helically formed tungsten that emits photonic energy—it's how to see what you want when you want to see it.

A can opener isn't a piece of metal with a grip, a gear connected to an ergonomic handle, and a sharp disc used to make incisions in metal food-containing apparatuses—it's the tool that enables near-indefinite food storage (without which, there would be no canned goods).

The printing press didn't change history because it used blocks to form words on a page that weren't written with a quill—it was what enabled the spread of ideas across the globe without limit.

Your invention isn't what the patent says it is—it's the story that is told because it exists.

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