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When we speak of disruptive innovation, one of the examples that crops up is UBER. Even though Uber has convenience and simplicity on its side, it’s aimed at the mass market. Uber came along as an online platform for the B2C market and is undoubtedly not the solution for the B2B market who is in need of more reliable services. Being a faceless company, Uber cannot compete with a rival organisation who offers competence, confidentiality and customer service. Additionally, corporate clients are demanding to know the people behind the products. More than ever, customers want to know who’s leading an organisation and who’s making things happen day to day. Faceless companies are not trusted to the same degree as their person-lead counterparts and are at a serious disadvantage in today’s ultra-social world.

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