Namhlanje siza kukuxelela yonke into ekhoyo malunga noku ukuvela kwezinto eziphazamisayo, ligama elisemlonyeni wakhe wonk’ ubani nelo, ngenxa yokubaluleka kwalo kwibutho labantu lanamhlanje, simele silazi.
Yintoni inkqubo entsha ephazamisayo?
Umxholo we ukuvela kwezinto eziphazamisayo isentsha ngokwentelekiso, okanye ubuncinane iye yaduma ngokukhawuleza kwiminyaka yakutshanje, ngenxa yokwanda kweenkampani ezincinci ezivelisa izinto ezintsha ezithe zaqhekeka ngempumelelo kushishino olwalufudula lulawulwa ngamaqumrhu amakhulu.
Ukuyibeka ngokulula, i ukuvela kwezinto eziphazamisayo koko kutsha okuvela kwishishini esele limiselwe ukuyitshintsha kakhulu; yiyo loo nto ibhalwe eli gama, elimele into entsha.
Ngoyilo, unikezelo olutsha kwaye, ngokubanzi, olujoliswe kumacandelo angahoywanga ziinkampani zemveli, lunokwenza ukuba iimveliso kunye neenkonzo ezikhoyo zinyamalale kwintengiso phambi kokubonakala kwazo.
Umxholo we ukuvela kwezinto eziphazamisayo Yayiqulunqwe ngunjingalwazi waseMelika, unjingalwazi kwiSikolo soShishino saseHarvard, uClayton Christensen (1952-2020).
UChristensen uye wavelisa oko kubizwa ngokuba “yeyona ngcamango yezoshishino yaba nempembelelo ekuqaleni kwenkulungwane yama-XNUMX” kwincwadi yakhe. Ingxaki yoMqalisi, epapashwe ngo-1997.
Eli gama lasetyenziswa nguChristensen okokuqala kwinqaku lakhe elithi Ubuchwephesha obuphazamisayo: Ukubamba i-Wave, eyapapashwa ngowe-1995 kwiHarvard’s Business Review.
Kwincwadi yakhe, uClayton Christensen usicacisela ngendlela eyenzeka ngayo ukuba iinkampani ezinkulu ezinokuthi ziqhube iinkqubo zoshishino ezilungileyo ziphulukane nobunkokeli bazo emarikeni kwaye ziphulukane nesikhundla sazo kuzo, ukusa kwinqanaba lokuba kuvele abatsha. izithuba zabo kuloo marike ngamandla entsha.
UChristensen udwelisa aze achaze iinxalenye ezimbini eziphambili zale ngxaki:
- Ixabiso lezinto ezintsha alizisi imali kwixesha elifutshane: Ukuphucula imveliso kufuna ixesha kunye nokuhlola imali eninzi. Ezinye iinkampani zichitha ixesha kunye nemali yazo ngokwenza imveliso okanye inkonzo entsha, oko kukuthi, ukuhlola iindlela ezintsha zoshishino. Olu phendlo lweemveliso ezintsha lubandakanya ukukhangela abathengi, ukwazisa imveliso entsha, ukufumana ukuba ingene kwiingqondo kunye nokuthanda kwabathengi, njl. Ezi ngcinga zihlala zingqubana neemveliso zanamhlanje ezenza ingeniso, kwaye ekuhambeni kwexesha, iinkampani zidla ngokucutha ubutyebi bezi mbono zintsha.
- I-advanteji kwinkalo yokutsha iyeyenkampani ezincinci: iinkampani ezinkulu ziyazuza ngokuba nenani elikhulu labathengi, kodwa oku kukhokelela ekubeni bahlawule ulindelo lwabo lokuthengisa oluphezulu lonyaka. Amashishini amancinci, ngokuchaseneyo, akufuneki atshatise umthamo wentengiso wonyaka wamashishini asele emisiwe kwaye ke ngoko anexesha elininzi lokugxila kunye nokuphuhlisa iimveliso kunye neenkonzo ezintsha.
Ngamafutshane, inguqulelo entsha ephazamisayo yiyo nayiphi na iteknoloji entsha, imveliso, inkonzo okanye indlela entsha yokwenza ishishini evela kwicandelo loshishino, iyiguqule kwaye ivelise utshintsho olunamandla kulo oluguqula ngokupheleleyo.
Kamva, siza kukubonisa ngeyona mizekelo icacileyo yezinto ezintsha eziphazamisayo ezenzeke kwiminyaka yakutshanje.
Ziziphi iimpawu zenguqu ephazamisayo?
La ukuvela kwezinto eziphazamisayo Inoluhlu lweempawu ezithile eziyichazayo kwinkalo yeshishini:
- Ukuphazamiseka okuqondwa njengenkqubo: Oku kubhekiselele kwinguquko yenkonzo okanye imveliso kwinqwelomoya yethutyana. Kufuneka sikhumbule ukuba into entsha kufuneka ihlale iqondwa njengohlobo lovavanyo, kodwa hayi kakhulu ngemveliso okanye inkonzo. ngomntu ngamnye, kodwa ngenkcazo ecacileyo yento oza kuthengisa ngayo, indlela oza kuyibonisa ngayo, oko kukuthi, yonke imodeli yoshishino ehamba kunye naloo mveliso okanye inkonzo. Xa into entsha iphumelela, ukungena kwayo kwimarike kuya kutshintsha icandelo kunye neenkampani esele zidityanisiwe ngaphakathi kwicandelo.
- Ukuphazamiseka kuya kudibanisa ukhuphiswano: Ithiyori ye ukuvela kwezinto eziphazamisayo kuthetha ukubonakala kwentshatsheli entsha kwimarike. Oku kubangela ukuba bonke abakhuphisana nabo baqale ukucinga malunga nendlela abafanele baphucule ngayo iimveliso kunye neenkonzo zabo ukuze bahlale kwimarike kwaye bangazivumeli ukuba bakhutshwe kuyo.
- Ukuvela kwemodeli entsha yeshishini: Ukuqaliswa kwemveliso entsha kuzisa utshintsho kwimodeli yeshishini.
- La ukuvela kwezinto eziphazamisayo inokuphumelela okanye ingaphumeleli: Ayizizo zonke izinto ezintsha eziphazamisayo ezibonakalise ukuba yimpumelelo ekuhambeni kwexesha. Kukho iimveliso eziye zatshitshisa imarike ngokuphendula ukwaneliseka "kwesidingo sefashini", kodwa emva koko kuphele phambi kokubonakala kwemveliso engcono. Oku kunento yokwenza nexesha lokuqaliswa kwemarike kwaye, mhlawumbi, ngethamsanqa.
- Ayizizo zonke iinkampani ezinokujongana nokuphazamiseka: Njengoko besesitshilo ngaphambili, uninzi lweenkampani azinakukwazi ukuhlawula iindleko zemithombo yoqoqosho echazwa luphando kunye nenkqubo yokuvelisa.
- Ukongeza, ayizizo zonke iinkqubo zophando ezifikelela kwimpumelelo, kodwa zinokuvelisa ilahleko enkulu yemali.
Ukuze ufunde ngakumbi malunga nokuba yintoni entsha ephazamisayo, qiniseka ukubukela le vidiyo ilandelayo.
Ukuguqulwa kwedijithali kwinkqubo yokuphazamiseka
Sihamba kwixesha ledijithali, kwaye yonke imihla kuvela iikhonsepthi ezintsha kunye neemodeli zoshishino ezibonisa ikamva leenkampani, ezinjengokuphazamiseka kwedijithali.
Eli gama libhekisela kutshintsho kwiimodeli zoshishino zendabuko ngenxa yokuvela kobuchwepheshe obutsha, obutshintshile, kwaye buqhubeka nokuguqula, izakhiwo zenkampani.
Ukuphazamiseka kwedijithali kwiinkampani, ngenxa yoko, utshintsho lwehlabathi jikelele olubandakanya ukwaphula oko kusekiweyo ukuza kuthi ga ngoku, kwaye oko kuchaza ukuba ikamva leenkampani liya kuba yintoni.
Kufuneka siqonde indlela ukuphazamiseka kwedijithali kwiinkampani, utshintsho oluveliswa ngokuvela kunye nokuphuhliswa kobuchwepheshe obutsha, ngokuqinisekileyo, buzise utshintsho kwiimodeli zoshishino zendabuko. Olu lutshintsho jikelele olubandakanya inkqubo yokwenziwa kwedijithali kweenkampani. Nangona kunjalo, eli linyathelo lokuqala kuphela.
Kubalulekile ukuba iinkampani ziziqhelanise nale modeli intsha yokwenza ishishini, kungenjalo ziya kutshabalala. Iimfuno zemarike kunye nabathengi baya kubanyanzela ukuba benze njalo.
Eminye imizekelo yezinto ezintsha eziphazamisayo
Ngokuqinisekileyo, amacandelo anomdla kakhulu kwi-innovation ephazamisayo yileyo inxulumene neteknoloji, ukususela phantse yonke imihla, ukususela ekuveleni kwe-intanethi, iinkampani ezintsha ezitsha zivela kule ntsimi.
Ukongeza, iinkampani zetekhnoloji, ngenxa yobume bazo, zezona zityala imali eninzi kwicandelo lophando kunye nolutsha.
Kwelinye icala, awona macandelo awona macandelo angawona abonakaliswe kakhulu lezolimo, ukutya kunye nezinto ezikrwada, ezithi, nangona zihamba zisiya kwelo cala, zenza kancinci kancinci.
Kukho imizekelo yembali yenguqu ephazamisayo, eyatshintsha ihlabathi njengoko lalisaziwa ukuza kuthi ga ngoku, kwaye ukuza kuthi ga namhlanje, liyaqhubeka liyimilinganiselo kwinkalo yokutsha.
Ukususela kwimbonakalo yevili, ekuye kwathiwa "ingakwazi ukuhambisa ihlabathi", ukuya ekuqulunqweni kwerediyo evumela ukuba umyalezo uthunyelwe kumawaka abantu ngaxeshanye, kwirediyo ye-transistor, nangona yenze njalo. ingenawo umgangatho wesandi esifanayo kunonomathotholo oqhelekileyo, yayinenzuzo yokuba iphathekayo kwaye ivumele abantu abatsha ukuba bathathe umculo wabo kuyo yonke indawo.
Ngokuyimfuneko, simele sithethe ngezinye izinto ezinkulu eziye zayilwa zobugcisa kule nkulungwane yama-XNUMX, ezinjengomabonwakude, umnxeba, umatshini wokubala wepokotho, kambe ke, neekhompyutha.
Zonke ezi nkqubela phambili yetekhnoloji, nangona ziye zanikezela "kwi-innovative cousins" zabo ngakumbi, zisasebenza, nto leyo ebenza ukuba babe ziimbekiselo ezisinyanzelo xa bethetha ngezinto ezintsha eziphazamisayo.
Ukukhankanywa okuphawulekayo kuya kwi-intanethi kunye neselula okanye iselula, namhlanje enye yeziseko apho zonke izinto ezintsha eziphazamisayo kunye neemodeli ezintsha zoshishino, imfundo, ukuzonwabisa kunye, ngokuqinisekileyo, iteknoloji yedijithali isekelwe.
Okwangoku, sinokukhankanya iinkonzo zokusasaza, ezifana Netflix y Spotify, abamele ikamva loshishino lokuzonwabisa.
Itekhnoloji ye-Smart: iifowuni ezihlakaniphile, ii-TV ezihlakaniphile, iifriji ezihlakaniphile, izicoci zokucoca ezihlakaniphile, amakhaya ahlakaniphile! Apha uluhlu luqhubeka kwaye luqhubeke.
cloud computing, okanye Ukhomyutha yamafu, nto leyo isiya isaziwa kwaye isaziwa sithi sonke.
Iikhompyuter zemveli ngokuyimfuneko ziyagxothwa ngabazala babo abancinci kunye nabavelayo, iitafile kunye nee-smartphones.
Endleleni eya ekuveleni kwabo, xa amaxabiso etheknoloji yezithuthi ezisezantsi ehla, baya kutshintsha kakhulu imboni yemoto.
Ukuphuculwa kwe-nanotechnology kuya kuzisa ukuvela kwezinto ezintsha, ezilula kakhulu, ezinamandla kwaye zihlakaniphile kunezo zangoku. Ngazo siya kwakha izakhiwo kunye nezixhobo ekunzima ukuba sizicingele ngoku.
Iintengiselwano zebhanki kwi-Intanethi, iimali ezibonakalayo, blockchain, ushicilelo lwe-3D, inyani yenyani, inyani eyandisiweyo, iinkonzo ezinje Uber, kwaye nangokunjalo. Asikwazi ukuzikhankanya zonke, kodwa sele sinombono ocacileyo wokuba yintoni na ukuvela kwezinto eziphazamisayo.
I-Startups: imizekelo egqibeleleyo yezinto ezintsha eziphazamisayo
Ukuqala, yintoni isiqalo? I-StartUps, okanye iinkampani ezikhulayo, zisizukulwana esitsha seenkampani ezithengisa iimveliso kunye neenkonzo zabo nge-ICTs, oko kukuthi, iTekhnoloji yoLwazi kunye noNxibelelwano, kunye nemodeli yezoshishino kunye notyekelo lokulinganisa olubavumela ukuba bakhule ngokukhawuleza kwaye bazinzile ngexesha.
Esi siseko sinamandla kubuchwephesha sibavumela ukuba baphuhlise ishishini labo ngokubanzi ngokukhawuleza nangokufanelekileyo ngaphandle kokwenza utyalo-mali olukhulu olufunwa ziinkampani zemveli.
I-Startups zibizwa ngolu hlobo kuphela ekuqaleni kwazo. Xa sele bekhulile kwaye baphuhlisiwe bayayeka ukuba yi-StarUps kwaye babe ziinkampani zemveli.
Phakathi kweempawu eziphambili ezichaza i-StartUp, sinokugqamisa oku kulandelayo:
- Iimodeli zabo zoshishino zintsha.
- Iindleko zayo zokusebenza ziphantsi kakhulu ngokumalunga neenkampani ezinkulu.
- Eyona njongo yayo iphambili kukukhula okukhawulezayo nokuzinzileyo.
- Abadingi mali enkulu yotyalo-mali ukuze baqalise imisebenzi yabo.
- Isixhobo sabo esiphambili sokuthengisa yi-intanethi kunye neenethiwekhi zentlalo..
Phakathi kwezona ziQalo zibalulekileyo zeminyaka yakutshanje (ziqale ngokwenene njenge-Startups) sifumana i-Facebook, Instagram, Pinterest, Airbnb, Square, kunye nezinye ezininzi.
Ukuqukumbela
Kwinqaku likaDisemba 2015 leHarvard Business Review, uChristensen kunye nababhali abasebenzisanayo uMichael Raynor kunye noRory McDonald bazimisele ukwandisa ingcamango ukuvela kwezinto eziphazamisayo ukwenza kube lula ukuqonda.
Ngokwethiyori, inkampani encinci enezixhobo ezimbalwa kakhulu inokuxinanisa ishishini eliyimpumelelo, esele lizinzile ngokujolisa ingqalelo kumacandelo entengiso angahoywanga ziinkampani ezinkulu.
Oku kwenzeka ngenxa yokuba ngokuqhelekileyo bagxila kwizinto abazijonga njengezona ndawo zinengeniso. Kudla ngokuba yimeko yokuba njengoko iinkampani ezinkulu zijolisa ekuphuculeni iimveliso kunye neenkonzo kwipotifoliyo yazo enkulu yabathengi abafuna ngenkani, iinkampani ezincinci zikhangela abathengi abatsha okanye zithatha ithuba lemarike entsha eye yaphoswa yinkampani yemveli.
La mashishini amancinci aqalisayo angena kwicandelo lemarike ngobuchwephesha obutsha, okanye iimbono ezintsha ezilungele iimfuno kunye neepokotho zabathengi abangahoywanga.
La ukuvela kwezinto eziphazamisayo, kwenzeka xa abathengi abaphambili befuduka kwizinto abazithandayo kwaye baqale ukusebenzisa iimveliso okanye iinkonzo zenkampani entsha.
Ngokombono kaChristensen, iinkampani zemveli zizama ukwenza izinto ezintsha, kodwa zijolise ekuphuculeni iimveliso zazo ezikhoyo kubathengi babo abathinjiweyo.
Umbhali ubiza le "innovation ezinzileyo" eyahlukileyo ukuvela kwezinto eziphazamisayo. Ngeli xesha, iinkampani ezivelisa izinto ezintsha ziphanda ngetekhnoloji entsha ukubonelela ngeemveliso ezintsha okanye esele zikho ngeendlela ezahlukeneyo kakhulu.
I-dynamics yokusetyenziswa ibe ngaphezu kokulungiswa yi ukuvela kwezinto eziphazamisayoBaye baguqulwa ngokupheleleyo.
Zonke iinkqubo zokuthenga zenziwe lula kakhulu, nto leyo ebangele ukwanda kwipotifoliyo yabathengi abafuna intuthuzelo.
Ngokubonakala kobhubhani we-COVID-19, iindawo ezintsha zenzelwe ukuvela kwezinto eziphazamisayo, okuya kukhokelela ekubonakaleni kobuchwepheshe obutsha beemveliso okanye iinkonzo.
Ukuba ufuna ukwandisa ulwazi lwakho kwintengiso, ndiyakumema ukuba ufunde eli nqaku kwi iziphumo zempembelelo yentlalo kwiinkampani.
