Disruption Principle “Target group One”
Take a simple example – your toothbrush. Your toothbrush is a typical example of an analogue product. It was produced with a promise that your teeth will be clean. Whether they really are is your problem. Not the manufacturer’s. Digital disruption is changing that. A toothbrush equipped with digital motion sensors and connected to an app via Bluetooth records your brushing behavior. The brush shows you whether you have really brushed your teeth thoroughly. With the help of the data, you will later have an overview of whether you have cleaned regularly and well. Your dentist will make it easier for you to make a diagnosis and you may receive discounts on future insurance if you have positive data. Thanks to the additional digital services, the toothbrush is no longer a mass-produced product, but one that adapts to you individually. This, too, is digital disruption: mass analog products are becoming individual digital products.