During the last years, we have segmented and studied different tribes. Actually, we have arrived to "almost one member tribes"...

The real issue, behind the scene, is that thinking of this situation we have converted our gray matter in a sort of mashed potato. We have thought a lot... Gray puree!

And some results are as great as interesting... Probably the most important event is that our lifes are becoming disrupted... and so our innovation processes.

Disruptive innovation is not to invent the square wheel, because it would be useless... It's to come with new categories of products/services that are answering a real need (although that this could be a philosophical discussion, I'm assuming that needs exist adn are not created).

Hence, our disruptive lifes should be followed and anticipated (both at the same time) by disruptive innovation.

Trend #4: Disruptive innovation

Disruptive innovation is part of a conversation between people who belong to a tribe and companies that love to give something relevant to that people.

During the last years we have saw companies giving especific answers to:

• Old people (retired)
• Women
• Gays
• Kids
• ...

Also, we have seen that due to the conversation, products and services are becoming the result of a co-design between people of each system (company + providers + clients + customers + strategic partners + ...). As a result of this we envisage three main drivers for innovation disruption:

• Co-creation: People as part of the innovation event
• Convenience: Products come to the market faster than ever... and this is better and more convenient... Dont' you think?
• Customization: Instead that 'generosity' is a trend, we will continue wishing to be unique and that requires personalization of the products and services that we use

Challenge #4: Brand customization

We are disruptives, innovation is disruptive... so, your brand experience should be also disruptive... Don't be afraid, people will thank you!

A great number of brand experiences are changing and innovating. New categories are emerging and giving answers to especific tribes. Some examples:

• Tiffany & Co. is developing customized dinner ware
• Sephora has vending machines for cosmetics
• Barcelona has a bike system for citizens with their correspondant bike stations
• The Satndard Hotel has vending machine with socks and swimwear
• Underwear for left-handed people
• JVC's Youtube camcorder
• ...
• And we can add products fro tribes, from women to baby boomers ;)

In a continous timeline, we are jumping as kids ;)