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What Is Disruptive Innovation?

Photo of old fashioned cameras

George Eastman had a problem. He wanted to take pictures during his planned trip to Santo Domingo.

It was 1877 and cameras were as big as luggage. They required large tripods, chemically treated "wet" plates, and chemicals to develop the pictures. The equipment and chemicals weighed over 50 pounds. George thought there had to be a better way.

In 1879, he developed "dry" photographic plates, which obsoleted the need to "wet" the plates to make them light sensitive for taking pictures. And, in 1883, his newly formed company Kodak obsoleted the need for any plates by inventing photographic films. Kodak's photographic films were disruptive.

They quickly obsoleted the way photographs were taken and cameras were made. For the next 115 years, Kodak rose to dominate the consumer photography market with their film-based cameras and technology.

Disruptive innovation starts with a problem. However, the solution is the key. It must obsolete the current way of doing things. In the case of Kodak, photographic film obsoleted the need for photographic plates. And then, to the eventual detriment of Kodak, digital photography obsoleted the need for films.

With each disruptive innovation, there is no turning back to the way things were done.

Have additional questions about innovation? Contact the author, Ned Pejic, at npejic@calfee.com or 216.622.8835.


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