I have recently embarked on a PhD-project that will investigate the interrelationship between organizational, technological and commercial forces, and how these forces in interact with audiences to create products and services.

For now, I try to think of technology as an independent variable in this equation – and purposely try to avoid the much over-used term “innovation” altogether. To quote Everett Rogers: “The diffusion of innovations is a social process, even more than a technical matter.”

So let´s focus the social processes that help shape an organization- and the commercial forces (for the lack of a more precise term yet) that disrupt the status quo.