A cheaper, simpler competitor keeps winning deals you didn't bother bidding on. Your team dismisses them — the margins are too thin, the product too basic. But their customer base is growing and yours isn't.
The Disruptive Innovation Framework is Clayton Christensen's theory of how simpler, more affordable products displace incumbents. You identify where new entrants are serving overlooked segments with products that appear inferior by traditional metrics but win on accessibility, simplicity, or cost — then trace the path those entrants will take as they move upmarket.
“I've just been told the strategy has changed and I have to reset everything by Friday.”
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