Disrupt Yourself Before The Market Does With Proactive Obsolescence

Forbes

09-04-2025

When was the last time your company genuinely questioned its own future? And I mean really questioned it. Most businesses, in their annual strategic planning, are focused on growth, expansion, and securing their place in an ever-competitive market. But what if the key to surviving the next decade wasn't about safeguarding what you have, but actively imagining how it might perish?
It's a tough but essential question to ask in today's unpredictable environment. In a world where markets shift rapidly, where technology evolves at an exponential rate, and where even the most well-established companies can become obsolete in the blink of an eye, strategic planning has to go beyond business as usual. It's about practicing proactive obsolescence—the radical idea of purposefully preparing your company to become obsolete before others beat you to it.
Innovation means letting go—before you're left behind.
The concept of proactive obsolescence may seem counterintuitive at first. After all, no one wants their business to fail. But the idea behind it is rooted in a simple truth: if you don't disrupt yourself, someone else will. The most successful companies in the modern era aren't those that simply focus on growth—they are the ones that anticipate change and innovate ahead of the curve.
Consider the rise of Apple. While other tech giants were focused on simply maintaining their market share, Apple was obsessed with constantly reinventing itself. They disrupted their own products and services—like moving from computers to personal devices and later introducing the iPhone, which revolutionized the smartphone market. Apple's strategy of creating its own obsolescence has kept the company at the forefront of innovation for over a decade.
Research backs this up. A study published by the Harvard Business Review suggests that companies practicing proactive obsolescence tend to outperform those that don't. This involves identifying aspects of your product or service that may eventually be rendered obsolete by new technology or changing customer preferences—and then pushing those elements out of the way before competitors do. By taking the initiative to evolve or pivot, businesses don't just survive—they thrive.
The global business landscape is increasingly volatile. A McKinsey Global Survey published in September 2024 noted that businesses today are navigating a "perma-crisis"—a term used to describe the continuous disruption caused by geopolitical shifts, technological advancements, and social change. For businesses, this means that the future is never certain, and the need to adapt is constant. In this context, relying on traditional planning methods or merely reacting to external threats is a recipe for failure.
Futurist and author James Canton calls this "strategic foresight"—the practice of anticipating future challenges and opportunities before they happen. He suggests that businesses that fail to invest in long-term vision and adaptability are the ones most at risk of becoming irrelevant. By imagining obsolescence, companies are forced to think through potential future scenarios and invest in innovation and disruption before it's too late.
This is where proactive obsolescence comes in. Companies that look ahead and intentionally work to "kill" their old models, processes, or products are setting themselves up for longevity. They're not waiting for their business to become obsolete. Instead, they're creating new versions of themselves before the market forces them to change.
So, how can your organization put proactive obsolescence into practice? It starts with fostering a culture of innovation and embracing a mindset that values change over complacency. Here are some ways to do that:
Living in an era of constant disruption and uncertainty means proactive obsolescence isn't just a smart business strategy—it's essential for survival. According to McKinsey, organizations that embrace change and adapt faster than their competitors are more likely to experience sustained growth. Companies that don't recognize the threats of tomorrow will likely find themselves irrelevant in a world that values agility and innovation above all else.
By embracing proactive obsolescence, you aren't just preparing for the worst—you're preparing for the best. You're creating a culture that is constantly evolving, always innovating, and never afraid to disrupt its own status quo.
It's time to start "killing the company" in your strategic planning meetings. When you look at your business with an eye toward its own obsolescence, you empower your team to find new paths to success, keeping your company not just in the game, but ahead of it.