The concept of disruptive innovation has existed since 1995, but over 25 years on, much like the term digital transformation, the true meaning of disruptive innovation is widely abused.
When we get sloppy with our labels, we often naively undermine the very future of the organisations we are serving.
Because we end up using the wrong tools, and lead people and - sometimes entire companies - on a journey that is unlikely to result in the outcomes needed.
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