Disruptive Renewal
Forrester, 11/18/10
This morning I had the privilege of keynoting Forrester’s EMEA Marketing and Strategy Forum.
My keynote introduced a new stream of research we’re developing in the Consumer Product Strategy role: Disruptive Renewal. We also today published our first report on the topic, which Forrester clients can download here.
The basic principle of Disruptive Renewal is that connected device adoption and the broader digitization process are permanently and irrevocably changing the way in which customers interact with products and services. Media industries were on the bleeding edge of these trends, causing what we have called the Media Meltdown, a painful transition that put audiences in control and permanently disrupted media company business models and products.