Disruption requires someone who thinks differently than the rest - who has an idea that is outrageously different from the current base of competition in the industry.
I've tried using my fingers yet again to describe disruption - while all fingers compete here with the same set of facts and world views, there's a finger who is thinking at it from a different angle - disrupting the industry and probably bringing with it differentiation.
I needed this one for a post on the impending disruption of the enterprise video conferencing market: bloggeek.me/video-disruption/
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