application of disruption theory

Most Disruption Isn't

Disruptive innovation is an incredibly practical and reliable theory about competition, which describes how new market entrants consistently win against established market leaders when a clearly identifiable set of conditions are present. Its usefulness as a business tool is being threatened by poor understanding, widespread misuse of the term, and often deliberate exaggeration by marketers and media pundits who don't appreciate the damage they are doing.