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Disruptive innovation isn't a smart move for established players and category designers.

This audiobook dives deep into the fallacy behind Clay Christensen’s “disruptive innovation” strategy.

You'll learn why incumbents who follow this advice fail time and time again. (Hint: They don’t introduce any real innovation or fundamentally alter business models).) We dozens of share real-world examples, like United's decision to launch Ted—a brand that was supposed to “compete” with budget airlines.