Disruptive Innovation

Overview

What if a small startup could outcompete industry giants not by being better, but by being different? That’s the power of disruptive innovation. This framework helps us understand how new products or services can create entirely new markets or value networks. At its core, it’s about targeting overlooked customers or underserved needs. The visual model shows two tracks: one for established products serving mainstream customers, and another for new innovations starting at the bottom of the market. To apply it, identify where your offering fits—either as a disruptor or as an incumbent. Understanding this dynamic can reshape strategy, unlock growth, and redefine competition.