“The problem with conflating a disruptive innovation with any breakthrough that changes an industry’s competitive patterns is that different types of innovation require different strategic approaches. To put it another way, the lessons we’ve learned about succeeding as a disruptive innovator (or defending against a disruptive challenger) will not apply to every company in a shifting market. If we get sloppy with our labels or fail to integrate insights from subsequent research and experience into the original theory, then managers may end up using the wrong tools for their context, reducing their chances of success.”
– Clay Christensen, Michael Raynor, and Rory McDonald, What is Disruptive Innovation?
Amen. This is a wonderful, very timely article.
Mandatory reading for anyone engaged in the art and science of bringing cool stuff to life.