What people get wrong is thinking business disruption was about technology when it's always been about ASSUMPTIONS. Disruption theory always focussed on how emerging technology allowed new threats to appear and assumed it was "tech-driven". It was really how a mindset that resisted the imagination to think in different ways. It was the psychology of loss aversion meaning changing felt like failure. It was that expertise was invested in the ways from the past. A business case for change is impossible until too late. Disruption is about challenging assumed constraints. It could be Dick Fosbury leaping higher with the Fosbury Flop, Dyson not being afraid to make vastly more expensive Vaccums, Tesla rethinking the potential of electric propulsion, Apple realizing it's about how it feels to use a device, not what it can functionally do. It could even by Bryson DeChambeau , a pro golfer that fails to accept that hitting the fairway is the only way to win, and instead smashes it as far as possible. What unchallenged assumptions are holding you back? …see more