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Disruption is a natural part of the business lifecycle from "summary" of The Innovator's Dilemma by Clayton M. Christensen
Disruption is an inevitable phenomenon in the business world. It is not a rare occurrence, but rather a regular part of the business lifecycle. Companies, no matter how successful, are always vulnerable to disruption from new technologies or business models. This disruption can come from within the industry or from outside players who introduce new ideas that challenge the status quo. When a disruptive innovation enters the market, it often starts at the lower end of the market, targeting customers who are not currently being served by existing products or services. These new entrants may not initially pose a threat to established companies, as they are not competing head-on with their existing offerings. However, over time, these disruptive innovations improve in quality and performance, eventually reaching a point where they can satisfy the needs of mainstream customers. Established companies are often caught off guard by these disruptive innovations. They have invested heavily in their existing products and processes, which are optimized for serving their current customer base. As a result, they may dismiss or underestimate the threat posed by disruptive competitors, believing that their superior resources and capabilities will allow them to easily fend off any challengers. However, this complacency can be dangerous. Disruptive innovations have the potential to fundamentally change the competitive landscape, leading to the decline or even the downfall of once-dominant companies. In order to survive and thrive in the face of disruption, companies must be willing to adapt and evolve, even if it means cannibalizing their own products or business models.- Disruption is a natural force that drives innovation and progress in the business world. Companies that are able to embrace disruption and leverage it to their advantage will be well-positioned to succeed in an ever-changing marketplace. Those that resist or ignore disruption may find themselves relegated to the sidelines, unable to compete with more agile and forward-thinking competitors.
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