I hope the casual use of the word ‘disruption’ in ‘corporate speak’ will reduce dramatically after we emerge from the coronavirus.
Christensen coined the term “disruptive innovation “in his book – ‘the innovators dilemma ‘ (1997) – and he had a very clear and particular reference for it.
In his definition , a disruption of a business model happened when a cheaper cost product or service was made available to serve an overlooked market.It then evolved up the value chain and did so profitably given its stronger cost structure.
This is what Japanese auto players did in the West and how Google broke in with AdWords.
Disruption was about originating value!
Instead, it became a synonym for cool, different, noticeable….
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