Article by: Priska Pieczara

Trends

What disruptive innovation means, and what businesses can do to encourage (or combat) it

PIXEL by Bene

There are some words that we have heard so often now that we don’t dare ask what they actually mean. “Disruption” is one such word. In our magazine, we’ve set out in search of the origin and meaning of this term that has caused such a stir in today’s worlds of finance and culture.

The theory of disruptive innovation has its origin in the book “The Innovator’s Dilemma” by Clayton Christensen. In his book Christensen suggests that, aside from the “classic” approach to innovation, which for example develops existing products and services, there exists also a disruptive form of innovation. This, according to Christensen, follows certain rules: one speaks of disruption if a small business with limited resources manages to displace established, hitherto successful businesses in a given industry.

Personalities

Three questions to Anders Cleeman, Muuto

Fiber Chair, Muuto

Welcome Muuto! We are delighted to be able to welcome a new partner brand: chairs, sofas, luminaires and much more from Muuto will be available in selected Bene showrooms in the near future. We have used this fantastic new partnership as an opportunity to put three questions to Muuto's CEO Anders Cleeman.

About Muuto

The name Muuto says it all – "muutos" means “new perspectives” in Finnish. Muuto Design develops its Scandinavian heritage fully in line with this concept, based on plenty of passion and bold creative approaches. High standards in terms of aesthetics and functionality, as well as a love of craftsmanship form part of its philosophy, as does trying out new materials and techniques. This philosophy of new perspectives is brought to life in collaboration with unique and modern designers.

Personalities

„What is failure?“ An Interview with Josef Zotter.

© Petra Rautenstrauch, Zotter Schokolade

The Styrian chocolate producer is known for his ability to use unusual creations to stand out again and again. One important focus is on fair trade and organic production. Visitors to his chocolate theatre can follow the production of his chocolate from bean to bar, tasting the different stages along the way. Afterwards, they can go to the edible zoo and meet the food on their plate in person. This idea is not to shock but rather to make people understand. We spoke to the chocolate expert Josef Zotter about blood chocolate, the art of failure and why he sometimes wishes he was American.
 

How do you create space for innovation?
Well, I don’t sit myself down and plan new product ideas. The ideas come automatically while I’m working – my office is chaotic but here is a system to it – I often write notes on pieces of paper, which are then moved around according to current priorities. I work on paper. And sometimes I have the most unusual ideas in my edible zoo. The thing is to relax and let the ideas come.
 

Who comes up with new ideas at Zotter?
I do! If Zotter is on the packaging, Zotter has to be behind the product. I combine tastes in my head to create something entirely new. I know what something will taste like before it has been produced. Luckily, I have more ideas than we can produce in a season - the difficult thing is to decide what not to make. I even have to take bestselling chocolate out of the product range to make space for new ideas.

Commercial Interior Awards 2012

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