Defeating Disruption A Playbook for the Disrupted

Jan 27, 2022 · West Midlands, United Kingdom

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Welcome to 2022! We're kicking off the new year with a very exciting topic presented by Paul-Jervis Heath. You'll find all the juicy details below. 

This event is the introduction of a  hybrid content delivery model. You have both in person and virtual attendance options. Those comfortable with in person networking can join other members at 1000 Trades the evening of the event where we will provide a speaker stream. Those not yet ready, are welcome to tune in virtually. 

**Schedule of Event**

6:30pm: In person networking begins at 1000 Trades

7:00pm: Talk begins

7:45pm: Q&A begins

8:00pm: Event ends. 

**Talk Description**

We've recently been working with a tech firm. Two years ago they had 80% market share. Back then they were aggressively buying up the competition. They weren’t resting on their laurels either. They had created their next generation product, it was designed by a well-known and well-regarded designer. They were planning to disrupt themselves with a new streamlined product and stay ahead of the competition.

Two years later, their fortunes had changed completely. A new competitor had entered the market. One of their longstanding competitors had also overtaken them. Their disruptive new product was not gaining the traction in the marketplace that it should have. When we started working with them they were down to 40% marketshare and they hadn’t won a pitch in Europe in 12 months. We set about helping them with their product turnaround.

In product circles, we all know the work of Clayton Christiansen. We all know the textbook plays for becoming a disruptor. But what if you’re not the disruptor? What if you’re being disrupted? What if you’ve already been overtaken? What should your product strategy be then? What do you do if the market has moved and a competitor has better product-market fit? How should the disrupted respond to disruption? How should an incumbent react to when their industry is being disrupted? What steps could you take to stay on top?

Award-winning product strategist and innovation consultant, Paul-Jervis Heath will present his Playbook for Disrupted.


**About Paul**

Paul-Jervis Heath is an award-winning product and service designer and design strategist with over 25 years of experience. He is Founding Partner & Chief Creative Officer at Modern Human, a multidisciplinary human-centred design practice and innovation consultancy that specialises in imagining disruptive new products, services and experiences then making them a reality. PJH founded Modern Human to create truly meaningful products, services and experiences that enrich the human experience by empowering and liberating those who use them. His diverse portfolio of projects includes dashboards for autonomous vehicles, smart home appliances, intelligent environments, digitally integrated retail store concepts, libraries of the near future, multichannel museum exhibits, financial services for the cashless society and publishing services that accelerate the pace of human progress and post-pandemic workplaces. He has previously built design practices within a number of organisations. He is the former Head of Innovation at Cambridge University and has led design at a number of design firms. Paul has worked with clients including Arm, Tesco, John Lewis, Volkswagen, Electrolux, Sony, IBM and the United Nations. Over the last 25 years Paul has helped clients in many sectors and industries through multiple waves of disruption and consolidation. Through challenging times he’s worked with both plucky underdogs and lumbering incumbents, he’s helped former industry leaders to regain their market position, he’s helped both the disruptors and the disrupted.

Event organizers
  • ProductTank Birmingham

    ProductTank Birmingham provides an opportunity for product people in Birmingham and surrounding areas to exchange ideas and experiences about Product Design, Development and Management, Business Modelling, Metrics, User Experience and all the other things that get us excited.  Events include talks from guest speakers as well as our community members on topics around building products and product management, networking opportunities, and a good old-fashioned chin-wag over a beer or two. We're open to compan

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