Disruption Theory

Disruption Theory, developed by Clayton Christensen, explains how smaller companies with fewer resources can challenge established businesses. These disruptors often start by targeting overlooked customers or creating simpler, more affordable products. Initially, they may seem inferior, but over time, they improve and attract mainstream customers, ultimately upending established industries. This process highlights how innovation, rather than direct competition, can reshape markets, pushing established companies to adapt or risk losing their relevance. Essentially, it showcases the dynamic nature of business where new ideas can disrupt the status quo.