05 Outside-in approach Top-performing companies take an outside-in approach to innovation, leveraging the considerable knowledge base of other innovators, such as vendors or customers, to uncover and apply new ideas for using technology. They’re also more likely to evaluate many emerging technologies, characterizing their approach to adoption as one that’s technology-driven (69% vs. 50% for other companies), as opposed to influenced by the business or vendors. Our analysis also revealed that companies more keenly focused on business model innovation—the 8% of companies looking to disrupt their own or other industries—take an even more rigorous outside-in approach. They have a broad view of innovation and continually look for opportunities to digitize the business. Seventy-one percent of digital disruptors do this, compared with 63% of other companies. 71% of digital disruptors continually look for opportunities to digitize the business, compared with 63% of other companies. ® 2015 Global Digital IQ Survey 16