The theory of "disruptive innovation" was introduced in the well-thumbed pages of the Harvard Business Journal in 1995 by Joseph Bower and the late Clayton Christensen.

In it, they outlined the case for classic disruption - a small enterprise targeting an overlooked proportion of the population with a new but modest offering, and gradually growing to challenge industry incumbents. 

In this theory, disruption only occurs in two cases: in low-end, less profitable markets, or in completely new markets altogether. However, over the past 27 years, "disruption" has shape-shifted to become a tell-all term for a business with a heck of a lot of growth potential, usually followed in tow by a slew of imitator start-ups, and of course, industry incumbents quickly pivoting their business models to catch up. 

And what could be more disruptive than decarbonisation? 

So in this episode, Livewire's Ally Selby was joined by Nanuk Asset Management's Peter Wilmshurst and Pella Funds Management's Steven Glass for their thoughts on three companies that dare to disrupt incumbent industries as the world shifts to net zero. 

Plus, they also each name two companies that could become global leaders in one of the world's most important megatrends over the coming three decades. 

Note: This episode of Buy Hold Sell was shot on Wednesday 27th April 2022. You can read an edited transcript below: 

https://www.livewiremarkets.com/wires/buy-hold-sell-5-daringly-disruptive-stocks/