Category Design Tip: Don’t Disrupt—Design

Why “disrupting” yourself can sink your business.

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Dear Friend, Subscriber, and Category Pirate,

This week’s Category Design Tip is about breaking free from the dangerous assumptions in The Innovator’s Dilemma.

Many companies think they need to disrupt themselves to survive. They follow the advice of “disruptive innovation,” launching new brands or divisions to chase lower-end customers. But here’s the kicker: Most companies that try this fail.

Want to escape the delusional trap of “disruption”? Our mini-books are your map to navigating this treacherous terrain — hop aboard The Pirate Ship and subscribe below:

The Innovator’s Dilemma makes 4 dangerous assumptions:

Our POV is that “disruptive innovation” is far superior as a description vs. prescription.

At the core, it makes four fatal assumptions that executives and entrepreneurs need to consider thinking different about.

1. Lower prices attract more customers.