Disruption is a type of innovation, but most innovations are not disruptive, nor should they be. Every day, innovations are made to products and services that provide enhancements, please customers, elevate profits, etc. This the norm in business and technology. Disruptions, on the other hand, happen far less often, and the rest of the market rarely sees them coming. Indeed, disruptive innovations are almost always ignored by the very established markets they will disrupt until it is too late.
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