Harvard Business School professor Clayton Christensen, coined the term disruptive innovation.[1]  Essentially it describes how a product or service begins at market bottom and then inexorably rises in the market until it at some point, displaces well-established competitors.  A small, new company that is weak on resources successfully overcomes proven incumbent businesses by offering what the incumbents overlook in providing their more established clientele. An example of this is . . . 

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