“Disruption” is the most mis-used in today’s business circles
Disruption is not a more sophisticated product, technology or innovation
Instead disruption is a business model that creates asymmetric motivation so that incumbents do not perceive the innovation as a threat, since is appears as an inferior product, with lower profits, and less attractive markets
Disruption must be shaped through iterative steps
Initially the business model takes off in “foothold” markets where overshot customers have needs that are simpler than current offerings (“Low End Disruption) or foot hold markets where new performance dimensions are initially are much more expensive and
Most innovators do not have a deliberate methodology to develop disruptive business models
Contrary to what they say, they actually trying to “cram” new, potentially disruptive enabling technologies into existing “sustaining” performance dimensions. For this reason, their business models fail to produce truly disruptive results.