From the Asian carp to the zebra mussel, invasive species are a major force of change in nature. They radically alter the ecosystems they invade, seize control of important resources from established native species, and create new opportunities for themselves and those that can adapt quickly enough to help exploit the way they affect things. They are the very model of disruptive innovation, sharing certain characteristics that can be used by executives to think afresh about their approach to innovation across all areas of business.
1. Start small. Most non-native species arrive on foreign shores in small numbers. Few survive. Those that go on to become invasive tend to exploit their smallness, which allows them to survive longer, with fewer resources, in uncertain circumstances — and to keep out of sight of competitors, predators, and parasites until they’ve learned how to thrive.
Acting small provides the same benefits to business innovators. In addition, thinking small can illuminate market opportunities that large companies typically overlook. Curves, the world’s largest health and fitness franchise, can operate in spaces as small as 1,000 square feet. In some markets the company reportedly needs as few as 250 members to be profitable. That means that Curves can serve small, previously overlooked communities.
2. Speed up your cycles to get to resources earlier. Invasive species develop earlier and shorter reproductive cycles, allowing them to exploit precious energy sources before their native competitors. In business, there are significant opportunities for companies that can sync their cycles to their customers’ needs, rather than to those of internal planning and reporting departments.
In the retail fashion industry, Zara has reduced design-to-store time from an industry norm of six-to-nine months to two-to-four weeks. Once in the store, the clothing lines stay there for no longer than four weeks, which means Zara’s customers in its…