The Innovator’s Dilemma: Narrow Theory, Widely Applied

The term 'disruptive innovation' has been used in various ways that deviate from the original theory put out by Clayton Christensen in his book, The Innovator's Dilemma. In this article, the author reviews what the theory actually entails and how it has been misused. Christensen distinguishes between sustaining and disruptive innovation and defines the latter as starting at the foothold of the market and serving low-margin, fringe customers, as opposed to serving the mainstream, high-end market. The article discusses Christensen's five principles, which help companies understand and prepare for disruptive innovation. The article also examines Jill Lepore's criticism of Christensen's theory and how it has created a panic-inducing sense of constant change. The article concludes that, ultimately, companies need to create a separate entity to pursue new technology without constraints.