study disruptive ideas here. then give me 20 examples of very concrete ideas of online products or services or concrete saas ideas which could disrupt world in next years: Disruptive innovation is more than a buzzword; it's a critical lens through which modern businesses must view their strategies and operations. The concept, coined by Harvard Business School's Professor Clayton Christensen, offers a new lens to view how emerging upstarts can challenge and ultimately dethrone established industry leaders. Far from being confined to mere technological breakthroughs, disruptive innovation is revealed as a transformative journey. It's a narrative of underdogs rising through the ranks, not just by introducing new technologies, but by rewriting the rules of the market and evolving into dominant forces.

In this article, we cut through the hype to understand how this concept reshapes industries and dictates the future of market competition. The focus on real-world examples offers a grounded, strategic view of how companies can navigate and leverage disruptive forces.


Understanding disruptive innovation theory
Clayton Christensen's disruptive innovation theory suggests that no company, regardless of size or legacy, is safe from the threat of innovative newcomers. This type of innovation usually debuts with a seemingly modest product or service, targeting a segment with basic needs at a lower cost or with unique, overlooked features.

The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes and their business model that make them good at the existing business actually make them bad at competing for the disruption.

- Clayton M. Christensen

Initially, these innovations are often dismissed by industry leaders as underdeveloped. However, disruptors enhance their offerings over time, ascending the market to meet, and occasionally exceed, the expectations of the most demanding customers. Christensen regards this process as essential for the longevity and evolution of markets.

Disruptive innovation theory in a nutshell:

Emergence in low-end markets: Disruptive businesses often begin by catering to a low-end or neglected segment of the market.
Initial inferiority: These new entrants typically start with a product or service that the mainstream market views as inferior.
Upward trajectory: Over time, these disruptors enhance their offerings, gradually appealing to more demanding customers.
Market transformation: Eventually, these entities redefine the market, drawing in a significant portion of the customer base, including those of established players.
Disruption explained: Netflix vs. Uber
Netflix: A classic disruption story
Netflix's journey is the epitome of disruptive innovation. It began as a mail-in DVD service, appealing to a niche market ignored by then-giant Blockbuster. This segment included those indifferent to new releases, early DVD adopters, and online shoppers.

Netflix's initial service, though inferior to Blockbuster's on-demand, new release model, offered a tailored and more affordable alternative. Gradually, Netflix evolved, adding streaming services and eventually catering to mainstream preferences. This progression led to the obsolescence of traditional rental services, fitting the disruptive innovation model perfectly.

Uber: Transformative, not disruptive
In contrast, Uber's rise doesn't align with Christensen's framework. It revolutionized the transportation industry but targeted an existing user base – those already utilizing taxi services. Uber improved upon existing services rather than offering a lower-end alternative that moved upmarket, differentiating its transformative impact from Netflix's disruptive path.

Implications for industry leaders
Disruptive innovation serves as a warning for established companies. Many focus on incremental innovations, neglecting market segments that desire simple, affordable alternatives. Disruptors exploit these gaps with basic offerings, improving over time to capture broader market segments.

To fully comprehend and leverage disruptive innovation, let's explore some more best practices and additional examples:

Embrace customer-centric innovation: Companies like Airbnb disrupted the hospitality industry by focusing on unmet customer needs, offering a personalized, cost-effective alternative to traditional lodging.
Leverage technology wisely: Tesla's rise in the automotive industry illustrates how technology, coupled with a focus on sustainability, can disrupt a well-established market.
Stay agile and adaptive: The success of Spotify in the music industry showcases the importance of agility and adaptation in response to evolving consumer preferences and technological advancements.
Recognize the power of simplicity: Dollar Shave Club disrupted the grooming industry by simplifying the purchasing process and offering a no-frills, value-driven alternative to established brands.