Disruptive innovation

Concept introduced by Clayton Christensen that describes a process where a product or service starts in simple applications at the bottom of a market and then moves upmarket, eventually displacing established competitors. Disruptive innovations often begin by targeting underserved or new markets with more accessible and affordable solutions, gradually improving in quality and performance to meet the needs of more demanding customers. This concept is particularly relevant to businesses and industries looking to understand market dynamics and anticipate shifts in competitive landscapes.