Disruption: To disrupt? or be disrupted?

Photo by Joanna Nix on Unsplash

It was a 1995 HBR article by Clayton Christensen and Joseph L. Bower that coined the concept of Disruptive Innovation — the process by which a smaller company with limited resources is able to launch a product or service that displaces established competitors — that has been so extensively used in the startup jargon and often loses its value.