Disruption is a process: a small company with limited resources is able to anticipate the needs of consumers in the future and successfully challenges established businesses.
Small companies with a disruptive idea, business, service or product will not be successful in a flash because they are anticipating consumer’s needs. Only a minority of these consumers will be interested at the beginning. In this situation, established businesses do not feel threatened by these new players that require time to grow.
However, step by step, these small companies are growing and attracting the mainstream consumers, this is where disruption happens. The established businesses did not anticipate a proper counterattack and want to retain their consumers. To do so, they realize small changes or improvements displayed as disruption. These companies simply use disruption as a marketing tool to retain consumers.
Now, more and more companies are using this word for marketing and it became a mainstream word. As we can see on the graph below, the use of “disruption” has exponentially increased during the last decade.