The downside of disruptive innovation (p.2)


Disruptive strategies often take the “easy route” to solve problems.

The “easy route” often becomes the crowded route as competitors find it easy to assimilate and compete against emerging disruptive models.

Today some of the “most innovative” brands that appear in the top five of many “most innovative” lists are simply copying the “disruptive” pioneers who have forged the road ahead of them.


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