Disruptive Innovation Changes How Brands Do Business

Disruptive innovation requires a new way of thinking. It requires the courage to do things differently, to break molds, to move in directions nobody has considered before. That’s how we create real progress, not just improvement. But what, exactly, do we mean by disruptive innovation? The term was defined by the American scholar, educator, author and Harvard Business School professor Clayton M. Christensen in 1995 as: “A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leaders and alliances.” Other definitions include significant societal...

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