Disruption vs Relevance: Why Losing Relevance Is More Dangerous Than Being Disrupted
In business, we often hear about the fear of disruption from the competitor who suddenly “eats your lunch.” But through my experience and observation, I’ve realized that losing relevance is often far more dangerous than being disrupted.
Snapchat: A Lesson in Lost Relevance
Snapchat was a pioneer. They introduced ephemeral photos, videos, and AR filters features that were groundbreaking at the time and later copied by Instagram. On paper, Snapchat had it all: innovation, a great product, and a strong team.
Yet over time, Snapchat’s stock declined significantly. This wasn’t because Instagram disrupted them with a radically new product, it was because Snapchat lost relevance with its core audience.
A great product alone isn’t enough if customers no longer find it meaningful. Think of it like this: even the best cereal won’t sell if everyone prefers avocado toast. Consumer tastes, cultural trends, and evolving preferences ultimately determine success.
Innovation Isn’t a Guarantee
Innovation can open doors, but it doesn’t guarantee long-term success. Snapchat’s early innovations made them a market leader, yet without staying in tune with their audience, these advantages faded.
Competition can erode your position even without direct disruption. Instagram didn’t invent ephemeral messaging or AR filters; they refined them and made them accessible to a broader audience. This shift contributed to Snapchat’s waning relevance.
Stock Performance Reflects Relevance
Financial indicators often reflect more than money; they reflect trust and relevance. Snapchat’s stock decline signaled decreasing confidence from consumers and investors. Even with a strong product, losing alignment with what your audience values can quietly erode your market position.
Understanding Consumer Preferences
The cereal vs. avocado toast analogy captures an essential truth: aligning your product with evolving consumer preferences is critical. Even objectively excellent products can fail if they no longer resonate with what customers want or value at a given moment.
Staying Relevant Requires Adaptation
Relevance is dynamic. Businesses must continuously adapt to cultural shifts, changing consumer behavior, and new technologies. Staying connected to what your audience “vibes” with is essential otherwise, even the strongest companies risk obsolescence.
Final Thoughts: Relevance Drives Long-Term Success
At the end of the day, relevance is the foundation for engagement, loyalty, and longevity. Innovation and operational excellence matter, but they are not enough on their own. Companies that remain deeply connected to their customers’ evolving preferences are the ones that thrive.
Disruption may surprise you, but losing relevance often creeps up silently and its impact can be far more devastating.
Frequently Asked Questions
Q1. What is business disruption and how does it affect companies?
Business disruption happens when a competitor or new technology changes the market suddenly. It can challenge traditional business models, shift customer expectations, and force companies to innovate quickly to stay competitive and avoid losing market share.
Q2. What are the three pillars of disruption?
The three pillars of disruption are ideation, incubation, and scaling. Ideation is about generating new business ideas. Incubation tests these ideas in the real market. Scaling focuses on allocating resources and capabilities to grow successful ideas, helping businesses adapt and thrive amid disruptive change.
Q3. How can businesses stay relevant in changing consumer markets?
Businesses stay relevant by continuously observing customer behavior, cultural trends, and technological shifts. They must adapt offerings, innovate thoughtfully, and align products with what customers currently value to maintain engagement and loyalty.
Q4. Does innovation guarantee business success?
Innovation by itself isn’t enough to guarantee success. Even the most exciting or groundbreaking products can fail if they don’t match what customers need or what’s trending in culture. To truly succeed, businesses need both innovation and relevance, keeping their products meaningful for their audience.
Q5. Why is maintaining relevance more important than just having a great product?
Even the best product can fail if it doesn’t connect with customers. Staying relevant keeps people engaged, builds loyalty, and ensures long-term success. Companies need to adapt to changing needs and culture to remain meaningful and competitive.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.