Innovation in the Time of Disruptive Rule-Breaking

by Jay Hodgkins and Michael Lenox

When new technology makes an industry ripe for disruption, a leading wave of innovators simply pursue the possible. As consumers embrace their new choices, the trailing wave of popular demand means incumbents are better served preparing for the future than digging in to protect the old paradigm.

Adapt or die, to borrow an idea from Charles Darwin. But adapting is hard for incumbents, as Clayton Christensen so famously detailed in his book The Innovator’s Dilemma.

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