Disruptive Innovation is an Illusion Hiding Efficiency

The way I see it disruptive innovation is an illusion to observers who have not had the same focus. From my experience that apparent disruptive innovation actually comes from companies who have invested and honed very tight, very frugal or cost effective product iterations on what is ultimately a predictable destination. In other words, to be truly innovative in a digital landscape you just need to be very efficient.
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