[et_pb_section admin_label="section"][et_pb_row admin_label="Row"][et_pb_column type="4_4"][et_pb_post_title admin_label="We Are Disruptive" title="on" meta="on" author="off" date="off" categories="on" comments="on" featured_image="on" featured_placement="below" parallax_effect="on" parallax_method="on" text_orientation="left" text_color="dark" text_background="off" text_bg_color="rgba(255,255,255,0.9)" use_border_color="off" border_color="#ffffff" border_style="solid"] [/et_pb_post_title][/et_pb_column][/et_pb_row][et_pb_row admin_label="row"][et_pb_column type="1_3"][/et_pb_column][et_pb_column type="2_3"][et_pb_text admin_label="Text" background_layout="light" text_orientation="left" use_border_color="off" border_color="#ffffff" border_style="solid"]

The Innovators Dilemma written by Clayton Christensen describe a business phenomenon that has always been around but never captured or well-studied before Christensen. In the book, Christensen argues that many companies that have suffered a dramatic decline have fallen not due to bad decisions or mismanagement, but because they have simply continued to make money and keep customers happy (<strong><u>or in the case of traditional mattress retailers keep shoppers un-happy</u></strong>). Hence the dilemma in the title: doing the right thing or the same thing as has been, could be the exactly the wrong thing to do.

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Disruptive companies are not necessarily the developers of amazing new technologies like Apple, as they can also be innovators that make products and services more accessible and affordable, thus putting them in reach of a much larger customer base. Christensen describes it as “<em>… a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves upmarket, eventually displacing established competitors</em>”

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