Why Is Disruptive Innovation Important?

It’s often said that “success breeds success.” But success can also breed failure. How? By establishing a power structure within a company that is threatened by disruptive ideas. With entrenched organizational cultures and values that, on one hand, are important to guiding employees, but on the other hand, act as constraints on change. The fact is that disruptive innovations are a threat to many established businesses, and responding with sustaining innovations simply isn’t enough. However, we need to recognize that not all “disruptive” innovations succeed. For example, the Segway “personal transporter” was introduced with much hype as a replacement to the automobile for short trips. It didn’t happen.

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