Disruptive innovators work in several ways.
Clayton Christenson introduced the term in his 1997 book The Innovators Dilemma, by anticipating future needs and technological opportunities and future-proofing their businesses.
The disruption reflects the radical changes in service delivery that result, such as the omni channel approach to customer communication that has developed in recent years.
Disruptive innovators also take a commercial approach to innovation.
They seek to reshape the markets they operate in and to gain competitive advantage from innovation.
They use technology to reduce operating costs, to compete more effectively on price, to enhance their capacity and output and to take market share from their competitors.
They understand how to test, iterate, evolve and scale to become dominant in what they do.