What is disruptive innovation?
Across the sweep of history, companies have used disruptive innovation to transform existing markets and create new ones. As described in our books, The Innovator s Solution and Seeing What s Next, disruptive innovations trade off pure performance in favor of simplicity, convenience or affordability. Disrupters target customers who find existing solutions too expensive or too complicated. They offer good enough solutions at a lower price. An emerging player in the advertising industry–Spot Runner–fits the disruptive pattern nicely. Spot Runner targets small companies that have historically found advertising on television complicated and expensive. Spot Runner’s clients can use stock footage, along with Spot Runner s Web-based interface, to piece together a television advertisement. Then they can use Spot Runner s proprietary algorithms to place the ad on a local cable channel. The resulting ads aren t visually stunning, but they are cheap and simple. And powerful incumbents–the big
