Christina Hoffmann is the Founder and CEO of BRANDMIND, a marketing and analytics consultancy specializing in neuromarketing, psychology, behavioral science, and AI to enhance customer experiences. With over 18 years of experience, she has led initiatives across various sectors, improving marketing KPIs and conversion rates significantly. Christina also serves as a lecturer in marketing and technology at several institutions, including HWZ and Zurich Elite Business School. She is recognized for her expertise in customer behavior and brand management.
In a time when technological developments are transforming entire industries, companies are faced with the challenge of continuously adapting to avoid falling behind. We spoke with Christina Hoffmann, an expert in disruptive innovation, about the key strategies that can help companies succeed in the future.
Swiss Interim Management: Christina, could you briefly explain what disruptive innovation is?
Christina Hoffmann: Disruptive innovation is a term coined by Clayton M. Christensen in his book "The Innovator's Dilemma." It describes a process in which a product or service evolves from a relatively simple and often inexpensive offering into a groundbreaking solution that changes existing markets and displaces established companies.
A modern example of disruptive innovation is Artificial Intelligence (AI) and tools like ChatGPT. Initially, AI-based language models had limited functionality and were primarily targeted at researchers and niche applications. However, rapid improvements have made these tools highly advanced, affordable, and easily accessible for both businesses and individuals. AI-powered chatbots like ChatGPT can now perform complex tasks such as customer service, content creation, and problem-solving—tasks that were previously handled by humans or specialized software. As AI continues to evolve, it will revolutionize traditional industries and force companies to adapt their working methods or be overtaken by more innovative competitors.
This transformation is reshaping industries such as education, marketing, and software development, where AI tools offer faster, more efficient, and cost-effective alternatives to traditional methods.
Disruptive innovation can fundamentally change existing markets and create new market leaders, while established companies may fail if they do not respond to these innovations.
Swiss Interim Management: Mrs. Hoffmann, as an expert in disruptive innovation with a strong focus on data, Artificial Intelligence (AI), and marketing technology, why do you consider it essential to drive disruptive innovation?
Christina Hoffmann: Disruptive innovation is the engine for long-term success in an increasingly digital world. It enables companies to adapt to rapid technological change and stand up to international competitors. However, Europe lags behind in many areas, partly due to the fear of making mistakes. Companies are often reluctant to initiate radical changes because they lack the necessary know-how internally to implement such transformations quickly and accurately. This is where disruptive innovation comes in: It challenges but also enables breaking through established structures and exploring new paths.
Swiss Interim Management: What role do you believe interim management plays in implementing disruptive innovation?
Christina Hoffmann: Interim management is often a good solution for successfully implementing disruptive innovation. An experienced interim manager brings many years of expertise that enables quick, efficient, and targeted decision-making and implementation. Interim managers act as an unbeatable bridge to the new future—at precisely the pace the market demands. Technological developments are so fast that any hesitation can lead to losing ground. The complexity of larger changes requires specialists who are deeply rooted in their field and have the ability to consider interconnected aspects with ease.
Swiss Interim Management: In which area do you see the greatest need for disruptive innovation in European companies?
Christina Hoffmann: A particularly critical area is customer experience. It’s no longer just about optimizing individual touchpoints but creating a seamless and consistent experience across all channels. However, this is only possible if companies have clean and innovative data. The key lies in scientifically sound, psychographic segmentation models, which are combined with other data points such as behavioral data as multidimensional segmentation. Only in this way can customer communication be precisely and individually orchestrated across all touchpoints—and this must be professionally managed through functioning marketing automation.
Swiss Interim Management: You mention the importance of data and innovation. How can companies ensure that they don’t fall behind in this area?
Christina Hoffmann: Companies must have a clear focus on data quality and the implementation of innovative data strategies. This not only requires technical expertise but also a deep understanding of customers' needs and desires. High customer experience can only be achieved through a deep analysis and segmentation of data. This data must then be used in a well-thought-out marketing ecosystem to enable relevant and personalized interactions across all touchpoints. Interim managers can play a crucial role here by bringing in their expertise and acting as a bridge between traditional business and modern technology.
Swiss Interim Management : What are the biggest challenges you observe in the introduction of disruptive innovations in European companies?
Christina Hoffmann: The biggest challenge is the fear of the unknown. Many companies hesitate to make radical changes out of concern for making mistakes or losing control. At the same time, there is often a lack of deep understanding of how these new technologies and approaches can be used effectively. This is where interim managers come into play: They bring the necessary know-how and experience to address these fears while efficiently and purposefully implementing the necessary changes. Their independence and fresh perspective help question existing mindsets and explore new, innovative paths.
Swiss Interim Management: Can you give an example where disruptive innovation was successfully implemented through interim management?
Christina Hoffmann: One example is a mid-sized company that struggled to maintain its market position in an increasingly digital environment. Through the use of an interim manager specializing in data-driven innovation, we were able to redesign the entire customer journey. This included the introduction of an advanced segmentation strategy, the use of AI for personalized customer communication, and the implementation of marketing automation to ensure consistent communication across all touchpoints. Within a few months, the company significantly improved its market position and created a sustainable competitive advantage.
Swiss Interim Management: How can companies ensure long-term that they stay up-to-date in the field of disruptive innovation?
Christina Hoffmann: Continuous learning and openness to new technologies and approaches are crucial. Companies must be willing to constantly question and optimize existing structures and processes. Interim managers play a key role here, not only providing short-term solutions but also fostering a long-term culture of innovation. This includes both technical knowledge and the ability to lead interdisciplinary teams and promote collaboration beyond usual departmental boundaries. Only in this way can companies ensure they remain competitive in the future.
In conclusion, disruptive innovation is not only a challenge but also an immense opportunity for companies. With the right strategy and support, companies can sustainably position themselves in the market and pave the way for a successful future.
Is your company ready to take groundbreaking innovations to the next level? Contact us today to learn how our interim management services can help prepare your company for the future and secure long-term success.
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