The Definition of Disruption

Nov 21, 2019

So what is the definition of DISRUPTION?

A disruption happens when new products and services create a new market and, in the process, significantly weaken, transform or destroy existing product categories, markets or industries.

The term disruption is synonymous to the word “interruption”, which has a largely negative connotation. When it comes to business, the first real use of the term disruption came in the 1997 book Innovator’s Dilemma by Clayton Christensen. 

In the book, Christensen introduced the idea of “disruptive innovation” as a way successful companies were not just meeting customers’ current needs but were trying to create products and services that fulfilled their unstated or future needs. Mr. Christensen’s book also focused on how small companies with minimal resources were able to enter a market and displace the established system of much bigger companies. The book theorized that a disruptive business is likely to start by either satisfying the less-demanding customers or creating a market where none existed before. Disruption occurs when mainstream customers start adopting the new company’s offerings in volume

What are you doing to prepare for and thrive in today's disruptive environment?

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