Sustaining vs. Disruptive Innovation (Clayton Christensen)

​Sustaining Innovation: Improving existing products for established customers (e.g., the iPhone 14 to iPhone 15).

​Disruptive Innovation: Creating a new market by applying a different set of values, often starting small and simple before displacing incumbents (e.g., Netflix displacing Blockbuster).

​📝 Post Copy:

​Are you optimizing the past, or creating the future? 🚀

​It’s easy to get caught in the trap of Sustaining Innovation—making existing products better, faster, and slightly cheaper for your best customers. This is essential, but it won’t protect you forever.

​True Disruptive Innovation rarely looks impressive at first. It usually starts as a simpler, cheaper alternative that captures a small, ignored market segment. While the incumbents ignore the "toy," it improves rapidly.

​By the time the market leaders notice, the disruption has already moved upmarket.

​Are you listening to your best customers (sustaining) or looking for the customers you don't have (disruptive)?

​#InnovationStrategy #DisruptiveTech #ClaytonChristensen #BusinessGrowth #FutureProof