A disruptive innovation 'improves a product or service in ways that the market [or society] does not expect'.
Core competence 1 is revealing hidden needs.
Core competence 2 is turning hidden needs into succesful design.
Needs are hidden by 'dissociative structures' (blind spots, tunnel vision, bias, jargon etc).
Dissociative structures are inert by nature.
Design based on hidden needs transforms its market, organisation or society.
It puts dissociative structures out of play.
Core competence 3 is design management: co-operating with clients and their R&D partners. Clients include:
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