Clayton Christensen (Disruption Theory)

Clayton Christensen’s Disruption Theory explains how new, often simpler and more affordable innovations can eventually outperform established companies. Initially, these innovations target underserved customers or create a new market, offering lower performance but greater convenience or cost savings. Over time, they improve and attract more customers, eventually displacing the established leaders who focus on high-end markets. This process shows how industry leaders can struggle to adapt to disruptive changes, paving the way for smaller or newer companies to redefine the market landscape.