How Dental Tech Leaders Can Avoid the Innovator’s Dilemma
This article was written by CEO Eric Giesecke of Planet DDS and originally published in Inc.com.
Clayton Christensen’s The Innovator’s Dilemma is one of those rare books that sticks with you long after you read it. The core idea is simple, but profound: The same strategies that make companies successful—doubling down on what works and iterating based on customer feedback—can also lead to their downfall—the dental industry no exception.
As markets change, disruptive technologies often emerge from the edges. They may start off as inferior alternatives, but they solve different problems, for different customers. And when leaders fail to recognize these types of shifts, they leave the door wide open for customers to be overtaken by competition.
That insight fundamentally changed how I think about growth and innovation, not just as a leader, but as someone responsible for the future of a company operating in a traditionally slow-moving industry.
When I joined Planet DDS, the dental software market was still largely tied to legacy, on-premise systems. It would have been easy to play it safe, focus on incremental improvements, and keep pace with the status quo. Instead, we chose to view disruption as an opportunity. Getting to where we are today didn’t happen overnight. But the success we’ve seen stems from the belief that real innovation means solving problems for the future, not just the present.
Dental Innovation and Discipline
Avoiding the innovator’s dilemma doesn’t mean chasing every trend or shiny feature. If anything, the book has instilled a sense of discipline in how I approach product strategy. One critical lesson: don’t over-serve the market.
Just because a feature is technically possible doesn’t mean it adds value. If a customer request doesn’t align with the core problems we’re solving, it’s worth pausing and asking yourself, “What job are we really being hired to do?” instead. If that question can’t be answered clearly, then maybe the feature isn’t worth building.
The discipline around focus and prioritization is applicable well beyond dental software. Consider how Slack transformed workplace communication by focusing on simplicity and integration rather than overwhelming users with every possible feature. Or look at how Zoom disrupted the video conferencing space by delivering a frictionless, user-friendly experience that prioritized ease of connection over complex functionalities. These companies succeeded by understanding their customers’ core needs and resisting the urge to overcomplicate.
The Next Wave of Disruption in Dental and Beyond
Success itself carries risk. When you’ve carved out market leadership, the challenge shifts from being the disruptor to not becoming the disrupted. I often reflect on what a startup entering the market today might do differently. What would they prioritize? How would they leverage emerging technologies like AI? How could they simplify the user experience?
The next wave of disruption often comes from simpler, more intuitive, and lower-cost alternatives designed for underserved segments of the market. These challengers don’t get bogged down in feature bloat and rather focus on what really matters: ease of use, efficiency, and affordability.
Forward-thinking dental software companies and beyond must invest in future-proofing, whether through strategic innovation, product simplification, or exploring new interaction paradigms like voice interfaces. These may not move the needle for every customer immediately, but they signal where the industry is heading.
Make a Lasting Impact in the Dental Industry
Some experts argue that the best way to disrupt yourself is to build a new product entirely. That may be true for some industries. But in many cases, the bigger challenge is knowing when to stay the course and when to pivot.
In practice, that means balancing the needs of current customers with the shifts we see on the horizon. It means staying deeply engaged with users, running regular roadmap reviews, and asking hard questions about what really matters. And it means remembering that innovation isn’t a one-time event, but a commitment, and often, a calculated risk.
I often gift The Innovator’s Dilemma to other tech leaders, not because it has all the answers, but because it reframes the questions. It challenges us to think bigger and more critically about how industries evolve and what it takes to lead lasting change.
No company has it all figured out. But those that commit to disrupting themselves before someone else does, stand the best chance of shaping their industry’s future.
Want to learn more? Explore our dental software solutions are built to support innovation and growth.
