Disruptive Innovation

Clayton Christensen's theory, introduced with Joseph Bower in 1995, of simpler, cheaper offerings that start at the low end and eventually displace incumbents.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Disruptive innovation is Clayton Christensen's theory, introduced with Joseph Bower in 1995, describing how simpler, cheaper products enter at the low end or in new markets that incumbents ignore. They then improve until they meet mainstream needs and displace established players. It explains why successful companies can lose by focusing only on their best customers.