Given all the talk about disruptive innovation lately, I thought I’d dust off several posts I have written on the subject and update them.
In the book McLuhan for Managers, the authors provide a lens for managers and owners to make business decisions primarily using McLuhan’s laws of media to understand the changes that are possible with any medium. According to co-author Derrick de Kerckhove, the tetradic laws of media state that every medium (or technology in the broader sense of the word) has four major effects:
- extends a human property (the car extends the foot);
- obsolesces the previous medium by turning it into a sport or an form of art (the automobile turns horses and carriages into sports);
- retrieves a much older medium that was obsolesced before (the automobile brings back the shining armour of the chevalier);
- flips or reverses its properties into the opposite effect when pushed to its limits (the automobile, when there are too many of them, create traffic jams, that is total paralysis)