Disruption is both an adjective and a noun. A word to describe changes upsetting the status quo in a market and a way to compete against larger and stronger foes.
The business theory with this name was formalized by Clayton Christensen. In this interview with MIT magazine, the essential ideas are laid out. He describes the circumstances as follows:
Disruptive innovation describes a process by which a product or service powered by a technology enabler initially takes root in simple applications at the low end of a market—typically by being less expensive and more accessible—and then relentlessly moves upmarket, eventually displacing established competitors.
Disruptive innovations are not breakthrough innovations or “ambitious upstarts” that dramatically alter how business is done but, rather, consist of products and services that are simple, accessible, and affordable.
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