BXP - January/February 2018 - 51

THE DEBATE

51

why big cities put up big pieces of architecture that are insanely

down for the opening of Seattle's World's Fair in 1963, he

wonderful. Singapore has beautiful pieces of this destination

remarked, "This manner of opening the fair is in keeping with

architecture so people will exchange their time for something

the exposition's space age theme. Literally we are reaching

amazing. A place that doesn't have much to give to you is wast-

out through space on the new ocean to a star which we have

ing your time.

never seen, to intercept sound in the form of radio waves
already 10,000 years old, to start the fair." Source: Papers

That's why the time is right for destination retail. We need to

of John F. Kennedy. Presidential Papers. President's Office

give customers a reason to go and check out the store even if

Files. Speech Files. Remarks on opening Seattle World's Fair,

they don't necessarily need to go buy something. We need to

21 April 1962, www.jfklibrary.org. For many of the Americans

give them a reason to come and explore the possibilities.

who heard President Kennedy's remarks, they forever viewed
the potential of mobile technology differently.]

Can disruptive innovation be used as a marketing and
branding tool?

We then could carry a phone like a suitcase, instead of

Absolutely. Disruptive Innovation gives you a leg up on your

looking for a payphone every time we needed to make a

competition, and it can be the platform for your branding and

call away from home. The Motorola MicroTAC, which was

marketing.

pretty much the dial-tone phone you had at home but in your
pocket; it made the earlier mobile phones almost look like

Take Sonos for example. Its products produce a much better

weapons. And somewhere in that time, people carried beep-

sound. When Sonos advertises this fact, Sonos differentiates

ers, including alphanumeric beepers that received and sent

its brand from its competitors. Advertising that talks about

text messages. Now, we have mobile phones that are pretty

the color of its speakers or the fabrics isn't as effective.

much going to replace our home computers.

How can design thinking be used to create disruptive

What are your favorite examples of disruptive innovation

innovation?

outside of your work?

Design thinking is a process that empowers a person with the

My favorite one is Uber obviously. We started this conversa-

ability to identify and understand problems as opportunities.

tion by talking about Uber.

It's not the only process to create disruptive innovation. Part
of disruptive innovation is the ability to see an opportunity

But I also think that Peloton is a pretty cool concept. The

where there isn't an obvious problem.

idea of having your own gym in your house but, at the same
time, being able to virtually be connected to the rest of the

Take telephone technology in your and my lifetime, Linda.

world. It delivers the privacy and convenience of your own

When you and I were children, there were rotary phones

home, but the experience of riding in a group.

connected to landlines and they worked well. If, at that point
in time I would have tried to ask someone what they needed

The Dollar Shave Club and Rent the Runway also changed

in a phone, I wouldn't get an answer that includes everything

their industries, and drones have changed the way we think

that is on my mobile phone today. Most people were happy

about defense and transportation.

to have their landline that allowed them to make phone calls.
Is there anything else you would like to share on the topic
Disruptive innovation takes a serious step towards changing

of disruptive innovation?

how people think about phones with the implementation of

Disruptive Innovation is the essence of who we are. Creatives

touch-tone phones, which could be used to control other

are creators; we need to come up with new things. But we

devices. [Editors' note: When President John F. Kennedy

need brand management that is willing to take chances to be

used a touch-tone telephone to remotely start the count-

able to deliver new things that encourage company growth. 

BXPMagAzine.com


http://www.jfklibrary.org http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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