Why “disrupting” yourself can sink your business

Don’t Disrupt—Design

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Dear Friend, Subscriber, and Category Pirate,

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.

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.