OESP’s and (Non) Disruptive Innovation
By Keith Hampson
“Disruptive innovation”, introduced by Clayton Christensen and now stretched almost beyond recognition through misuse, actually refers to a unique and specific type of change in markets. A new product or service is introduced that offers a different set of benefits. Initially, the product/service is of interest to only a small segment of the total market and, when compared to incumbents, is not especially impressive. In time, though, the value of the product/service (the best balance between cost and quality) improves and the types of benefits it offers becomes increasingly important to a larger segment of the total market.