2. “Disruptive Innovation”
Any “disruptive innovation” is a new idea that creates a new market or radically increases value in an existing market. In the business world, most innovations are not disruptive. Most business ideas are either “sustaining” or “evolutionary,” improving a company’s foothold within an existing market. A “disruptive innovation” is an idea that starts a new business, when a company develops a product that helps them get the corporate cog turning. During stagnant markets, most companies come up with a new strategy to expand the market for a product or service that they currently offer.