BtoB innovation: disrupt, or fit the mould?

Before launching your innovation on a BtoB market, you ask yourself what the fine line is between the ambition to transform it, and the clear-sightedness to take it as it is. You pay heed to what start-ups, consultants and innovation experts say about the power of creativity, the need to change the rules of the game, and even the moral imperative to change the world.

But is this really the road to success, when 95% of innovative start-ups die after 5 years?

There are real-life situations on the markets that make us doubt it. 

But there are also traps that we fall into all by ourselves.

It’s always the customer who buys. Hence the North Star must remain the search for the customer’s problem and his unsatisfied needs. To find the right mix, there are a few guidelines, depending on the market structure:

In diffuse professional markets, made up of many customers, you can choose either incremental improvement, by proposing offers with new features, or an approach that converts non-users into users.

In the markets of major clients, the existence of a major strategic problem, or a challenge, sometimes opens up unique opportunities to be seized, by positioning itself as a solution, an aid to change, or a lever for transformation.

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