Disruptive innovation is a radical improvement in an existing product or service which requires people to change their current mindset in order to adopt it. A classic example of disruptive innovation is the cell phone. It was not only a better telephone, but it provided a whole new way to communicate. Therefore people had to adapt to the new way of communication because the old way was no longer efficient or effective.
Watch the full episode of Disruptive Innovation in Nutrition: Nutrigenomics is Your Next Successful Lifestyle Business
Inovação Perturbadora em Nutrição: Nutrigenómica é o seu Próximo Negócio de Estilo de Vida de Sucesso
Disruptive innovation is a concept coined by Clayton Christensen that talks about how a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up the market, eventually displacing established competitors. The terms disruptive innovation and low-end disruption are used to describe the same phenomenon, the latter emphasizing the company’s selection of a low-end market segment to enter. The term disruptive innovation is often used in relation to new technologies or products that can change a market and topple established companies. A recent example of disruptive innovation is the rise of ride-sharing apps like Uber. Uber started out in 2009 as a luxury car service that people used to get from point A to point B. However, Uber didn’t stop there, they kept advancing in technology to the point where they have a service that allows you to request a ride from a driver in your exact location through a smartphone app. Low-end disruption is the process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up the market, eventually displacing established competitors.
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