Disruption as an accelerator for innovation

Sooner or later, every organisation must achieve new and sustainable capacity to set itself apart and provide long-term continuity. However, change does not happen easily, particularly if things are still going reasonably well. The point of departure for our vision for change can be summed up in one word: ‘Disruption’.

‘Disruptive means that ‘something new and yet small’ has the potential to displace something ‘existing, large-scale and unwieldy’ within a short space of time, as the old order looks on paralysed and ‘allows it to happen’, much to the surprise of the initiators.’.

A significant characteristic of our methodology is the technology component, since technology-driven opportunities are expanding rapidly and can be implemented for a relatively low investment. The Human Factor, the 2nd pillar of our philosophy besides Technology, is and remains of vital importance.


In addition to offering a high level of added value, the strongly digitally oriented newcomers utilise disruptive business models, thus changing the rules of the game.
Spotify: Utilising instead of owning
Skype: Freemium
Marktplaats: Peer-to-peer commerce
Threadless: Creativity of the crowd
Shirtbyhand: Mass personalization
Kickstarter: Joint investment

For example, downloading via the then new internet proved disruptive for the old, unwieldy music industry; the first iPhone turned the old mobile phone market on its head; and ‘WhatsApp’ single-handedly brought about the demise of the cash cow (text messaging) of the old telecom companies.’

How does disruption work?

Traditionally organised businesses can be blind to the potential of digital innovation. From their run-down business premises, small startups better exploit unarticulated market needs. That is a missed opportunity, because it is precisely the currently successful businesses that have far greater means with which to innovate than the newcomers. After all, they already have market access and possess the necessary financial means, relevant knowledge and experience. There are various digital disruption strategies that existing organisations can use to anticipate successfully:

  • Watch & catch: follow the market and strike
  • Internal innovation: mobilise internal digital innovation potential
  • Green field: create an autonomous unit for digital innovation
  • Innovation as a basic strategy: continually innovate at the heart of the organisation

Freshprojects and disruption

Disruption is applied as an accelerator for innovation by the Freshprojects network, which consists of highly driven entrepreneurs with a demonstrable track record in strategy development and online business development. 
We believe in disruption as a tool for exploring and exploiting uncharted territory.

The strength of Freshprojects lies in recognising, developing and achieving disruptive strategies. We focus on redefining business models, growth strategies and improvement programmes to maximise the effect of disruption. Changing the most obvious into the most disruptive and effective. It comes down to embracing rapid developments in technology; particularly through utilisation of the cloud and (mobile) data.