One of the biggest buzz terms in the last few years is disruptive innovation. The theory has taken several industries by storm. But can it apply to architecture? And if so, what would it mean for architects?
What is it?
The basic theory of disruptive innovation is that it opens the door for disruptors to make an impact in an industry. This can drive change. What happens in most markets is companies become established as leaders. They then focus on supplying products and services to their most demanding customers. This is natural because these tend to be the people spending the most money. However, it can mean they then overlook other segments of their market. The smaller companies that enter the market are known as disruptors. They typically target the neglected segments by offering an unique product to suit them. In time they can expand to offer more mainline products while still keeping their core offering. Ultimately they can change the mainline product too, causing an evolution in the whole field.
Can it work in architecture?
The greatest thing about architecture is that it can be as creative as the client wants to be, especially on individual projects. The challenge though is that the construction sector itself is not as dynamic. It is still quite a traditional industry that relies on craftsmanship. Modern elements like prefabrication are still very niche here. There are some opportunities to be disruptive here, especially in terms of designs and considerations like the materials. Smaller firms could easily carve out a niche by focusing on specific areas. However, it will typically be a project by project basis.