"Disruptive" Innovation

Read about the Theory of Disruptive Innovation below.

Excerpt:

"Disruptive innovations either create new markets or reshape existing markets by delivering relatively simple, convenient, low-cost innovations to a set of customers who are ignored by industry leaders. Historically, companies that dominate an industry have had little interest in pursuing these types of innovations because profit margins are often lower and the innovations don't address the needs of those companies' best customers. However, companies that have recognized the value in pursuing disruptive growth -- such as Intel, Procter and Gamble, Cisco, Johnson & Johnson, Dow Corning and IBM -- have all profited from this type of innovation at various points in their histories."

(from the Innosight Ventures website)