Disruptive innovation (DI) is a force multiplier in business and technology. Value creation is all about getting there ahead of the competition. DI annihilates the competition, not by doing the same things better but by doing them differently, thereby changing the rules of the game. The recent greats in this line of business are Steve Jobs, Bill Gates and Mark Zuckerberg.

The Mahatma and more recently Kejriwal, are our home grown disruptive innovators in the business of politics. Kejriwal’s tactics are uncannily Gandhian. Ram Guha would be well advised to jeep a close eye on him. A squeaky clean record based on public service; deft management of a mass outreach campaign and tactical choice of public interest issues. Whilst the two “big bulls” -BJP and Congress, are going hammer and tongs knocking each other out, Kejriwal is coasting to what is being rated as an outstanding electoral debut in Delhi. Erstwhile Aam Admis and Aurats who deserted him along the way, must be eating their hearts out and cursing their lack of political foresight.

Of course Delhi is different and it is questionable whether Kejriwal’s tactics can be scaled up nationally. Still there are solid reasons why they could.

First, he is the only person in living memory who has stood up to Arnab Goswami’s harangue and given as good as he got. Last week Kejriwal cannily got onto a one-on-one “hard talk” with Goswami. When the time came for answering what the “nation” wanted to know, Arnab found only Kejriwal (as opposed to the usual circus of views to choose from) smiling sweetly at him, from behind his spectacles and pleading in an attractive, thin voice (similar to the Mahatmas) to please give him a chance to answer. Result knock out win for Kejriwal.

Second, Kejriwal is a babu with two decades of rich babu experience under his belt, and an additional decade now as a social activist, not a dyed-in-the-wool, clueless, “do-gooder”, like Anna. This makes him practical, administratively astute and flexible enough to be compatible with politics.

Third, there is a vacuum out there for sucking up the votes (young and old) fed up with poor governance and joblessness. Unfortunately, this vacuum exists primarily in urban areas and largely amongst the middle class who want to work their way upwards. This is quite different from the poor and marginalized in rural areas who are still acquiring the “escape velocity” to be sufficiently aspirational enough to demand opportunities for self-betterment. They are yet to get beyond electoral gifts, like the NREGA and cheap food. Nevertheless, even the urban middle class accounts for around 120 million votes and (15% of the national vote). The key of course would be to leverage votes into seats through strategic alliances.

Kejriwal is likely to use Delhi as the testing ground for his brand before scaling up in 2014. He will also have to chart out whom of the two “bulls” he should support to form a government. One hopes he will not repeat the “historic blunder” of the CPI(M) in 1996 when it made itself irrelevant, by choosing not to lead the United Front national government. In the business of politics, when you get a chance, you have to play. It is only by playing that one chooses ones destiny. If Kejriwal chooses to “play”, as he must, he will have to keep his “young” flock of elected members in the incorruptible Gandhian mould, they are in today. Not an easy task, in the enticing “gallis” of Delhi.

He will need strong local collaborators in the states. The Kejriwal political machine may consequently look more like the Congress did prior to 1939; a coalition of regional forces and strong local leaders with a common brand identity. Of course there needs to be a good business reason for such political franchisees to hang together. Usually it is the future expectations from the brand value that keeps the flock together. The Kejriwal brand still has to be built.
The tool of self-denial (fasting) is passé. Irom Charu Sharmilla (Manipur) was on fast for almost two years against the Armed Forces (Special Powers) Act, but to no avail. More embarrassing was Chandrababu Naidu’s recent, short fast in Delhi and the subsequent desperate attempts by the faster to get someone to end the fast, so he could get on with life. Jagan Reddy’s competing short fast in Hyderabad got more press, but fasting as a political tool seems to have reached its expiry date.

Civil disobedience, Gandhi style, is incompatible with middle class aspirations. In any case the Indian State is so soft and yielding that beyond a short outburst of frustration (as in the Nirbhaya Rape case), continued agitation seems futile because the government looks even more helpless than the citizen. The favorite ploy of politicos and babus at parties, in plush Delhi homes, to which they are still invited, is invariably to play “victim” after the mandatory period spent listening to individual venom-spew or petitions, whilst usefully swiveling single malt all through.

Modi already occupies the “effective government” niche. Rahul is big on “religious inclusion and helping the poor”. This pushes Kejriwal into the boutique market for AAA concerns; urban jobs and livelihoods; succor from the land and slum mafia; social protection, especially for working women and children; targeted and speedy grievance redressal and the citizen’s need to have “reachable” leaders who live with the people they represent, whose families use the very same local facilities and who make a profession out of knowing their electorate.

Concrete steps in this direction would be AAP elected members to refuse government houses and the use of government cars and push instead for an allowance for all Delhi MPs and Ministers; once in power they keep the number of hangers-on, helpers and security at a minimal; expand outreach through social media and finally the adoption of a costed and feasible five year plan addressing no more than five key concerns of their boutique constituency. The “Bulls” pander to everyone and everything. Modi departed from this typically Congress strategy by not “appeasing Muslims” but got upped in the outreach war which projected it as exclusion, rather than even handedness. Kejriwal needs to focus his agenda for it to be credible.

Start-ups with rapidly expanding “top lines” face the temptation of selling-out to global players. The AAP will likely be offered the same opportunities, if it is not already being wooed. Gandhi was pragmatic in taking what comfort came his way but steadfast in his objectives. Kejriwal needs to measure up to high standards. If he manages to do so it would probably be a first for a babu. We wait and watch.

This article first appeared on the author's blog at http://ahlu-india.com/2013/10/16/arvind-kejriwal-disruptive-innovator/