How to Recognize the Four Phases of Creative Disruption

The first phase associated with creative disruption is a faint ripple in the pool that signals a change in the business environment.

McKinsey and Company recently published “An incumbent’s guide to digital disruption.” In the guide, they suggest that all incumbent businesses are susceptible to digital disruption and the four phases that executives should be aware of and plan for so as not to go the way of the dodo bird. Siting examples for the music, newspaper, and travel industries, McKinsey charts the path of creative disruption. Below is my interpretation for small to mid-sized B-to-B firms, having lived through digital’s onslaught of the advertising business.

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