Marketing and communications are essential when introducing a disruptive innovation in the marketplace, given the need to explain what the new initiative is all about to key constituencies including clients, analysts and reporters. The only way to satisfy their special needs is for them to do their own innovation and solve their own problems. 

While the Square technology is very cool indeed, Davidoff’s key point is the ordinary nature of the innovation in question. The deal not only has the potential to change the way people pay for coffee and everything else, it also shows how small innovation applied to everyday tasks may be the next new thing for venture capital.