Disruption Is Not a Strategy

I share Professor Clayton Christensen’s consternation about the overuse of the term “disruption.” In this month’s issue of the Harvard Business Review, Christensen and his co-authors Michael Raynor and Rory McDonald write:Disruption theory is in danger of becoming a victim of its own success. Despite broad dissemination, the theory’s core concepts ... See more

Disruption, as theorized by Clayton Christensen in the early 1990s, is a process by which a startup offers a lower-cost product that performs worse along standard dimensions of performance for a small subset of customers outside of the mainstream. The product gets adoption, though, because it performs better on a new dimension of performance that i... See more