disruptive innovation
/dɪsˈrʌptɪv ˌɪnəˈveɪʃən/
Meaning
Refers to a new product, service, or technology that completely replaces an existing market or industry leader by being more accessible, affordable, or convenient. It typically starts at the bottom of a market before displacing established competitors.
Examples
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The rise of digital photography was a classic case of disruptive innovation that Kodak failed to adapt to.
The rise of digital photography was a classic case of disruptive innovation that Kodak failed to adapt to.
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Our startup is focusing on disruptive innovation to challenge the legacy players in the insurance sector.
Our startup is focusing on disruptive innovation to challenge the legacy players in the insurance sector.
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Not every new technology is a disruptive innovation; some are just incremental improvements.
Not every new technology is a disruptive innovation; some are just incremental improvements.
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They managed to capture the entire market through disruptive innovation, offering a cheap alternative to traditional software.
They managed to capture the entire market through disruptive innovation, offering a cheap alternative to traditional software.
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To survive in this industry, companies must embrace disruptive innovation rather than fear it.
To survive in this industry, companies must embrace disruptive innovation rather than fear it.
Common Mistakes
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✗ We need to make a disruptive innovation on our product.
✓ We need to introduce disruptive innovation to our product line.
Innovation is often used as an uncountable noun in this business context, and we 'introduce' or 'foster' it rather than 'make' it.
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✗ Their new feature is a very disruptive innovation.
✓ Their new feature is highly disruptive.
Learners often overuse the full noun phrase when using the adjective 'disruptive' alone is more natural to describe a specific feature.
Related Expressions
Practice
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The smartphone was a prime example of ________, rendering traditional cell phones obsolete.
💡 A term for a new technology that completely displaces an established one.
Show answer
disruptive innovation
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Instead of small updates, the venture capitalists are looking for ________ that can redefine the industry.
💡 An innovation that shakes up the market.
Show answer
disruptive innovation