Before I get started on this, it is important to know two things:

  1. Your product is probably not disruptive, and
  2. That is ok. Even a good thing.


Everybody wants to be disruptive. In part because everybody thinks that everybody else is disruptive.

People have come to use the term to mean new, innovative, and worthy of success.

Actual Meaning

To Disrupt of course means to interrupt or break into disorder, or else to break apart. The business application of the words wants to define something revolutionary.

Clayton Christensen explains what disruptive innovation truly is in his excellent The Innovator’s Dilemma, in short you have to be targeting a new audience doing a completely new thing.


Ask yourself: what is it that you think you are disrupting, and how. There will be more value to you in examining what you are doing in why, than simply using the latest buzzword and then hoping to live up to it.

Think about why you are different, what sets you apart from the competition and what you are offering that is new. Then express those things explicitly. Your clients – and your employees – will have more to work with that way, making it easier to build lasting relationships.