What is disruptive innovation?

This article is a review of disruptive innovation 20 years after its original founding. It discusses the mis-use of the term and why this is a bad thing - in that is can cause leaders to try to fend of disruption where it does not exist.

A recommended refresher with updated examples to help you understand the theory and implications on your business.

Frequently asked questions

Who should read this?

Incumbent businesses that are under theat from new entrants

What is the main theme of this article?

It goes over disruption theory to make it clear what it is and what it is not

Is it still relevant today?

Yes, new examples have been added

Last updated: 2026-07-11

What is disruptive innovation?

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Frequently asked questions