Gartner Research

Willful Disruption: Utilizing an Intent-Based Model for Analyzing Digital Disruptors

Published: 11 April 2018

ID: G00354871

Analyst(s): David Smith


Comparing companies' intent when it comes to disruption provides insights into how those organizations can use one or more of five intentional styles. CIOs should work with their chief strategy officers to understand intent to formulate impactful digital disruption strategies.

Table Of Contents


  • The Models in Action
    • Google and Amazon — Similar but Different
    • Apple and Microsoft — More Similar Than Expected
    • Acorns in the Financial Industry
    • Alibaba Group and Tencent — Digital Giants in China
  • Patterns Within the Categories
    • Offensive Strategy — Innovation-Focused; Classic and Common
    • Defensive Strategy — Competition-Focused; Common as Well
    • Serendipitous — No Specific Goal; Serendipity and Rare Beyond Google
    • Destructive — Also With No Specific Goal; Also Rare
    • Self-Disruptive — All or Nothing
    • Outcomes Versus Intent
  • The CIO's Role in Creating New Disruptive Businesses, Products or Services
  • Appendix

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