{"id":907,"date":"2023-11-08T09:33:30","date_gmt":"2023-11-08T12:33:30","guid":{"rendered":"https:\/\/sites.hostgrano.com.br\/rodrigoguerra\/?p=907"},"modified":"2023-11-08T09:33:57","modified_gmt":"2023-11-08T12:33:57","slug":"inovacao-incremental-x-inovacao-disruptiva-entenda-a-diferenca","status":"publish","type":"post","link":"https:\/\/sites.hostgrano.com.br\/rodrigoguerra\/2023\/11\/08\/inovacao-incremental-x-inovacao-disruptiva-entenda-a-diferenca\/","title":{"rendered":"Inova\u00e7\u00e3o incremental x inova\u00e7\u00e3o disruptiva: entenda a diferen\u00e7a"},"content":{"rendered":"<h2><i><span style=\"font-weight: 400\">Vivemos tempos em que essas duas macro separa\u00e7\u00f5es parecem dividir o mundo entre \u2018inova\u00e7\u00e3ozinha\u2019 e \u2018inova\u00e7\u00e3ozona\u2019: ser\u00e1 mesmo que precisa funcionar assim?<\/span><\/i><\/h2>\n<p><b>Por <\/b><a href=\"https:\/\/www.linkedin.com\/in\/renataarmas\/\"><b>Renata Armas<\/b><\/a><b>, redatora do Unbox Project*<\/b><\/p>\n<p><span style=\"font-weight: 400\">S<\/span><span style=\"font-weight: 400\">\u00e3o v\u00e1rias as maneiras diferentes de uma inova\u00e7\u00e3o acontecer, seja por meio de solu\u00e7\u00f5es para melhorar a oferta de um produto ou servi\u00e7o, para alavancar a experi\u00eancia do cliente e at\u00e9 para modificar a configura\u00e7\u00e3o do neg\u00f3cio em si, como prop\u00f5e <\/span><a href=\"https:\/\/www.linkedin.com\/in\/larrykeeley\/\"><span style=\"font-weight: 400\">Larry Keeley<\/span><\/a><span style=\"font-weight: 400\"> e seus colaboradores, autores do livro <\/span><i><span style=\"font-weight: 400\">Dez tipos de inova\u00e7\u00e3o \u2013 a disciplina de cria\u00e7\u00e3o de avan\u00e7os de ruptura<\/span><\/i><span style=\"font-weight: 400\"> (DVS Editora).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Mas, nos dias atuais, o que encontramos mesmo s\u00e3o duas macro separa\u00e7\u00f5es: inova\u00e7\u00e3o incremental X inova\u00e7\u00e3o disruptiva, sendo que a primeira delas costumeiramente \u00e9 vista como algo menor do que uma ideia que nasce da disrup\u00e7\u00e3o. Ser\u00e1 que precisamos mesmo dividir o mundo em inova\u00e7\u00f5es maiores e menores? Conhe\u00e7a melhor o perfil de cada uma.<\/span><\/p>\n<h3><b>Incrementar \u00e9 necess\u00e1rio<\/b><\/h3>\n<p><span style=\"font-weight: 400\">Querer que algo fique cada vez melhor \u00e9 parte da ess\u00eancia do ser humano &#8211; e faz parte das din\u00e2micas de consumo. Melhorar produtos e processos \u00e9 a\u00e7\u00e3o fundamental para garantir competitividade &#8211; mas \u00e9 preciso, tamb\u00e9m, saber o momento de parar.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">H\u00e1 momentos em que buscar a melhoria de um produto que j\u00e1 existe n\u00e3o funciona mais. <\/span><span style=\"font-weight: 400\">Glaucia Guarcello, s\u00f3cia-l\u00edder de Inova\u00e7\u00e3o e Ventures da Deloitte Brasil, d\u00e1 um belo exemplo disso: \u201cImagine que voc\u00ea produz uma furadeira e investe tempo e dinheiro para que ela seja mais eficiente ao furar a parede para pendurar um quadro. S\u00f3 que nesse mercado, o que os seus consumidores est\u00e3o buscando cada vez mais \u00e9 uma fita que cola o quadro na parede &#8211; simples e sem sujeira.\u201d<\/span><\/p>\n<h3><b>Incremental. Tornar-se maior e mais desenvolvido<\/b><\/h3>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Trata-se de uma estrat\u00e9gia para <\/span><b>fidelizar o cliente <\/b><span style=\"font-weight: 400\">e manter o <\/span><b>servi\u00e7o ou produto competitivo<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li><span style=\"font-weight: 400\">Esse tipo de inova\u00e7\u00e3o costuma ser<\/span><b> mais simples e mais barata<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li><span style=\"font-weight: 400\">\u00c9 tamb\u00e9m<\/span><b> menos arriscada e menos complexa<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li><span style=\"font-weight: 400\">O objetivo \u00e9 propor<\/span><b> modifica\u00e7\u00f5es ou atualiza\u00e7\u00f5es em produtos e servi\u00e7os j\u00e1 existentes<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li><span style=\"font-weight: 400\">Conhecer a<\/span><b> necessidade do cliente atual<\/b><span style=\"font-weight: 400\"> \u00e9 essencial<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Fonte: Sebrae<br \/>\n<b><\/b><\/p>\n<h3><b>Disrup\u00e7\u00e3o e a busca do unic\u00f3rnio<\/b><\/h3>\n<p><span style=\"font-weight: 400\">Disrup\u00e7\u00e3o significa ser o primeiro a fazer algo de uma maneira nova e isso \u00e9 justamente a premissa das startups unic\u00f3rnio, por isso esse tipo de inova\u00e7\u00e3o costuma ser perseguida como o Santo Graal.<\/span><\/p>\n<p><span style=\"font-weight: 400\">No entanto, ela n\u00e3o \u00e9 para todos. Fazer experimenta\u00e7\u00e3o, estar aberta a testar algo novo, distribuir autonomia para os profissionais e n\u00e3o ser avessa ao erro. Essas s\u00e3o as principais caracter\u00edsticas de uma institui\u00e7\u00e3o que quer praticar inova\u00e7\u00e3o disruptiva.<\/span><\/p>\n<h3><b>Disrup\u00e7\u00e3o. Ato de interromper, descontinuar<\/b><\/h3>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">O objetivo principal \u00e9 criar um produto ou servi\u00e7o que apresente uma <\/span><b>solu\u00e7\u00e3o superior \u00e0 existente<\/b><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Essa superioridade precisa <\/span><b>ser compreendida pelos consumidores<\/b><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Tamb\u00e9m \u00e9 necess\u00e1rio que a solu\u00e7\u00e3o seja a<\/span><b>cess\u00edvel, simples, conveniente<\/b><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Isso vai gerar uma <\/span><b>mudan\u00e7a no comportamento de consumo<\/b><span style=\"font-weight: 400\"> desse setor<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">E a cria\u00e7\u00e3o de um <\/span><b>modelo de neg\u00f3cios diferente dos concorrentes<\/b><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Por fim, \u00e9 preciso fazer com que as pessoas entendam que <\/span><b>continuar com as solu\u00e7\u00f5es antigas n\u00e3o faz mais sentido<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\"><\/li>\n<\/ul>\n<p><i>Fonte: FIA Business School<\/i><br \/>\n<b><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">O <\/span><a href=\"https:\/\/unbox.dev.br\/\"><b><i>Unbox Project<\/i><\/b><\/a><i><span style=\"font-weight: 400\">, \u00e9 uma iniciativa criada por Adriele Marchesini, Rodrigo Guerra e Silvia Paladino para desencaixotar o pensamento cr\u00edtico que deve(ria) anteceder a inova\u00e7\u00e3o.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">Esse artigo saiu originalmente no Portal Terra, na se\u00e7ao Homework,\u00a0<a href=\"https:\/\/www.terra.com.br\/economia\/inovacao-incremental-x-inovacao-disruptiva-entenda-a-diferenca,c042b467099d34234b6ee77c5329eb58fyhjg6dh.html\">leia aqui<\/a>!<\/span><\/i><\/p>\n<p><b>Leia tamb\u00e9m<br \/>\n<\/b><a href=\"https:\/\/www.terra.com.br\/economia\/venture-capital-vira-clube-fechado-e-compromete-a-inovacao,41e4bb5c24f7faeca31a70a9558b8db2yj9pkfom.html\"><b>Venture capital vira &#8220;clube fechado&#8221; e compromete a inova\u00e7\u00e3o<\/b><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vivemos tempos em que essas duas macro separa\u00e7\u00f5es parecem dividir o mundo entre \u2018inova\u00e7\u00e3ozinha\u2019 e \u2018inova\u00e7\u00e3ozona\u2019: ser\u00e1 mesmo que precisa funcionar assim? Por Renata Armas, redatora do Unbox Project* S\u00e3o v\u00e1rias as maneiras diferentes de uma inova\u00e7\u00e3o acontecer, seja por meio de solu\u00e7\u00f5es para melhorar a oferta de um produto ou servi\u00e7o, para alavancar a [&hellip;]<\/p>\n","protected":false},"author":1027,"featured_media":908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[215],"tags":[467,464],"acf":{"possui_podcast":false,"poussi_gif":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inova\u00e7\u00e3o incremental x inova\u00e7\u00e3o disruptiva: entenda a diferen\u00e7a - Unbox Project<\/title>\n<meta name=\"description\" content=\"Vivemos tempos em que essas duas macro separa\u00e7\u00f5es parecem dividir o mundo entre \u2018inova\u00e7\u00e3ozinha\u2019 e \u2018inova\u00e7\u00e3ozona\u2019: ser\u00e1 mesmo que precisa funcionar assim?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sites.hostgrano.com.br\/rodrigoguerra\/2023\/11\/08\/inovacao-incremental-x-inovacao-disruptiva-entenda-a-diferenca\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inova\u00e7\u00e3o incremental x inova\u00e7\u00e3o disruptiva: entenda a diferen\u00e7a - 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