Hello everyone and welcome back to the Cognixia podcast. The theory of disruptive innovation was first introduced in 1995. Since then, it has proved to be a powerful way of thinking about innovation-driven growth. From Intel to Salesforce, disruptive innovations have been highly regarded and the theory is a guiding star for all individuals and organizations who want to do something cutting-edge.

Fast-forward to 2024, the disruption theory is threatened to become a victim of its own success. The theory, as experts opine, has been widely misunderstood and its fundamentals are frequently misapplied, often quite grossly.