 So you've all come in here today because you also would like to get better at doing something. That's disruptive With me today. I've brought an avine from four square who I think it's fairly recognized that they've managed to do something quite disruptive They have reached that 10 million mark and I also have Luke Williams who's the author of the book disrupt So I've got a couple of people with me that hopefully will shed a little bit of light on this quite complicated topic And the first thing I wanted to ask is what is disruption the thing is that it's one of these terms that we use all the time Which sometimes is is used but often misused and it sounds really complicated, right? It sounds like something that whoo this this is probably something you should be trained in and this is probably something that You know, it's incredibly hard and I don't know if it applies to my business because we are in this industry Or I've been doing this job for a long time So some of the things that we wanted to touch on today is how it is possible to do it So hopefully that you guys can get some tools that you can use in your companies What it is, of course, is that it's something radical So it's innovation, but it's innovation that's taken one step further most innovations and most product developments are really just Incremental there are slight improvement of what's happening already the same way as When we saw the first tablet, you know, suddenly within the next 18 months We've seen like 50 tablets and of course, that's much easier than come out and do it Do the first one, but if you always keep in mind that it has to be radical and it has to be game changing Then we're starting to go over towards something that has the potential to be disruptive What are some of the companies that have done it quite well? Well, some of the ones that I like is a company like Airbnb, for example Airbnb have totally changed the way that the accommodation industry works 10 years ago that industry was disrupted by companies like hotel.com Where you could go to one website and find all the hotels now. It's not even hotels anymore So every time that something gets too established and it works too well Then it also gets a little bit boring and then someone comes in and shakes it up It also happened with PayPal for example. I'm sure that in the beginning it would have seen the ludicrous idea that Yeah, I'll just transfer my money into this unknown vault on the internet And then hopefully it will reach this person that I need to reach But the thing is that PayPal works and it works because it is radical and it's game changing So these are all quite big Examples which may seem like a little bit hard to take the first step towards but there's also some There's also some disruptive stuff happening right here in Malmö For example, one of my favorite projects at the moment is Lars Lübeck's who's looking at bringing free Wi-Fi to the whole of Malmö That's incredibly disruptive because it really changes behavior if everyone can access the internet when they're waiting for the train or they're picking which Groceries they should get at the supermarket or instead of going from shop to shop You can quickly go in and then research when you're in that But so it doesn't just change like one little thing of course the primary thing it changes is that it becomes really sucky to be an internet provider in Malmö then and And they definitely had it coming so personally I'm quite happy for that because the telcos will definitely not innovate unless someone kicks them in the bot and That's also another company flatter the company that You can that has these little stickers you all have on your badges here They've done something quite radical and I like it because they're at the early stage This isn't yet something that everyone uses every day and therefore it's a great example of where you start So the concept of you can I can go in and give a little bit of a micro donation to someone whose work I've appreciated instead of paying 80 Kroners for the whole magazine for example Maybe I just want to read that article, but I would also like to give a little bit of love back to the person Who's written that? That's totally disruptive because Everyone knows that the content producing industry is dead like the business model for it just doesn't work anymore People do not want to pay for the stuff that they wanted to pay for five years ago So little solutions like this have to come up to go in and fix that problem if That happens, you know, then I think then you have another company that Sweden can be really proud of and where you Can go in and say that you are actually quite good at innovating because there is some there is some quite radical stuff coming out of Sweden and I think if you guys just keep on the same course, but what of course we have to be careful of a Scandinavian sister It's quite easy. I'm Danish. I'm not Swedish, but it's a little bit the same What we have to be really careful of here is that we don't get fat and lazy Because we live in a society where everything is given to us, you know, it's the government's Responsibility that we can fund our startups that we can get things working and that we can get Unemployment benefits and all of these things do not induce Productivity and creative thinking and stuff it should Because we have everything we need we have all our bare necessities covered But what often happens is that we just lean back and then wait for the rest of the country kind of to drag it But it's people like these guys like you that sit in this room that will be responsible for pulling the rest of the country Not the other way around because just by being at something like this. You're showing that you have those characteristics And that level of ambition that means that it can happen from you One thing that one quote that I really like is this from here from Henry Ford where he said if I'd asked him what they Wanted they would have said faster horses When we're building disruptive products, we're not building what the customers want we're building what they don't know they want yet and The Dropbox CEO Also said that was their concept like that when they first built Dropbox No one had any idea that they had a problem saving files because they sit on my computer And then it was only when people started having it shared through friends that people realized. Oh, actually I've just discovered a new problem But luckily I discovered the solution at the same time and that is necessary that needs to be so radical if it has to be really disruptive It also needs to be incredulous I'm sure when they invented the telephone people would have said yeah You gotta be fucking kidding me as if I believe that you can speak into this little plastic thing And then I can hear my mother in Australia like obviously that's not that's not true And and I think it's like that with all disruptive products. It's I've got like Innovators ambition test which is something I've invented myself So it's like purely unscientific But generally it means that when you have an idea and you go around asking people what they think about it If everyone sees it as feasible and reasonable then it's not ambitious enough It's like the opposite of product testing where we say Ask your grandmother and if she understands it then the UX is good enough This is like the grandmother if she understands it then you're being too conservative So and I'm glad that grandmother's are getting a little bit more involved on the edge of technology by the way It's a nice trade So why is it so bloody hard? The reason that it's so bloody hard is that we are programmed to want people to like us and we are programmed to Want to fit in? Disruption of course means that you're doing stuff that sets you aside from the crowd So all the way back from like tribal days We're programmed to want to belong to the flock because if we were expelled from that group Then that would mean that that we would die we still use it today If you do commit a crime against society we put you in prison So we separate you from your peers if you do something bad in prison We put you in isolation where we separate you even from your peers in there That means that going out and doing something that is so brave that it is disruptive Kind of goes against our nature so I have a I have like a little bit of a test on myself I'm in a tech entrepreneur and I'm also in the business of having to come up with stuff That's that's disruptive and that's different And if I feel totally comfortable didn't there's something wrong, you know, then we're not risking it enough I've got to be like a little bit on the edge of my seat and a little bit with my back to the wall And then I know that we're kind of out at a level where I want us to be This I quite like this little tool at this little slide here where it says I used to be interested Interesting then I discovered there's money in boredom or cheaper if they don't have to Like the telco industry again is like a brilliant example The big monopolies only lower the prices when the small one comes in and forces them to So it is really up to people like us to go in and push those people also banks like This is a Richard Branson's way of picking industries and I love it You know he goes in and sees who deserves to get their ass kicked the most and then he attacks them And the more impossible it seems to better like they went into banking in the beginning and bloody hell Just a banking industry need to get his ass kicked totally You know they've been taking fees for stuff that doesn't cost him anything for like 200 years surely that can be done better and These are the questions that we need to ask ourselves all the time