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What if Christensen was wrong about disruption?
If you build a truly great product, people will happily pay for it. Just check out how well Apple and Tesla have done.
Clayton Christensen was an amazing observer of business, and his work on disruption is seminal. His book “The Innovator’s Dilemma” has come to define how we analyze companies that get disrupted by newcomers. Although, one could argue even in those categories the real disruption often starts at the highest end — run flat tires cost more, yoga pants (Lululemon and Alo Yoga) cost more — not less than the older products they replace in use.
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