Beyond Making the Case, Creating the Space for Innovation.

Disruptive innovation results in something different from incremental change. Instead of focusing on improving an existing process, product, or service through performance improvement, disruptive innovation disregards status quo service or work and uses very different approaches to change, seeking to design the product, process, or service according to the consumer's perspective versus the providers' By its very nature, disruptive innovation provokes organizational, professional, and cultural controversy.