Companies and disruptive innovation: how to make them allies?

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What is disruptive innovation, anyway?
When did the disruptive process emerge?
What is the main objective of disruptive innovation?
How do you know which companies are disruptive?
Why are disruptive transformations so important in today's market?
How does the disruption process work?
How about getting to know 4 examples of disruptive innovation?
1. Nubank
2. Spotify
3. Uber
4. Airbnb
5. Movidesk
Have you ever stopped to think “what is disruptive innovation”?

This is a concept that has been gaining more and more moj database in the market in recent years, especially in the context of digital transformation . New technologies have enabled the creation of revolutionary solutions that have won over customers, disrupted traditional segments and become true success stories.

Despite this, there is still a lot of doubt about what this expression really means and how it can be fundamental for companies to conquer new markets, remain sustainable and gain a competitive advantage .

Check out the topics below and discover, in a few minutes, what disruptive innovation is and how this theory impacts contemporary capitalism. Understand how you can apply it to your business and become a disruptive company!

What is disruptive innovation, anyway?
To understand precisely what disruptive innovation is, let's look at its semantic concept. According to the Michaelis dictionary, innovation has the values ​​of “introducing new things, producing or making something new, as well as renewing and restoring”.

The term disruptive acts as an adjective and comes from the word disruption, referring to the act or effect of breaking, or interrupting the normal course of a process.

Given this brief explanation, we can understand what disruptive innovation is in the business market, that is, how a service or product is considered innovative and capable of destabilizing established segments .

Disruptive companies do not always create entirely new products or services. Most of the time, they find business opportunities, underexplored niches and underserved segments of the public. From there, they use technology and a customer-focused corporate culture to offer cheaper, more practical and interesting solutions.

When did the disruptive process emerge?
Although it is considered a relevant novelty in the current moment of the global economy, the concept of disruptive innovation emerged in 1995. This research was revealed by professors Clayton Christensen, Rory McDonald and Michael Raynor, in an article published in 2015, in HBR ( Harvard Business Review ) .

With the title “ What Is Disruptive Innovation ” (translated as “what is disruptive innovation”), the text explains that the capitalist system works based on cycles driven by industrial and technological revolutions . In this sense, new developments take their place and end up destroying several markets that, until then, were dominant.

What is the main objective of disruptive innovation?
There is a consensus among analysts that creating a disruptive system is a process that generally arises in small companies that have few resources, focus on very well-defined niches, but have great ideas.

A great example of disruptive innovation are startups , emerging companies that are constantly seeking to innovate and improve business models, as well as ways of producing and delivering services and products to renew consumer habits.