An interruption or change in the normal working course of an industry or organization is called business disruption. This term has a long journey of evolution, since it was coined by Clayton Christensen in 1997 in his book “The Innovator’s Dilemma” where he used the phrase “disruptive innovation”. His concern was to emphasize the need of modifications in business execution to stay updated as per the present and future demands of customers.

The term became so popular afterwards its use by Christensen that everyone in industry started to get “disruptive” or “innovative”. Words have a corresponding effect on actions. “Innovative” became less in usage as innovation can be done by managing the existing work structure of industry, while disruption is to change the execution process completely into a new and much advanced way. Hence the term “Business Disruption” got its impact in improving the overall growth opportunities of industry.
The theory of disruptive innovation tends to target overlooked customers, disrupting other businesses and gaining their market share. The less interested customers are converted into an existing market by creating disruption of old business into new one.

Disruption is done by:
-By creating new sales channels.
-By creating new markets.
-By launching new and highly demanded products and services.
-By adapting new marketing strategies like social media marketing, bidding, eelance, blogging, branding etc.
To understand disruptive innovation thoroughly,true examples of disruption would be helpful:

Wikipedia, the core house of all the worlds knowledge and information eradicated the need to assemble, organize and publish hardcore volumes of related subjects ie encyclopedia. For a long time, encyclopedia was expensive and needed to be updated by highly suspected, inaccessible content.

Wikipedia truly justifies the term disruptive innovation by being easily accessible international hub of all resourceful information.

Netflix has been the most successful disruption for entertainment industry by eradicating the need of video cassettes and cable connections. The live streaming of entertainment industry has made it more comfortable for industry and the customers to get quicker response revenue and cost effective entertainment respectively.

Skype, Zoom and other video chatting platforms introduced a new and easy way of international communication. These platforms enabled group meetings, online coaching classes, online interviews and discussions. To overcome the barriers of distance and blockages in communication caused by covid, Skype and zoom has proven excellent success. Over the time, Skype daily user count has jumped to 40 million.

To implant disruptive innovation in particular industry one must create a disruption strategy.

-To know the customer is more important than improving product and services directly without understanding the customer.

-To get deep knowledge about advancements in technology and market structure.

-To visualize your ideas about disruption by artificial intelligence and get clear remarks about the success rate of a particular strategy.