Why ‘Disruption’ Is the Wrong Word
The forces that reshape industries are slow, structural, and visible for years. The disruption narrative hides this, and the strategic consequences are serious.
Blockbuster, Kodak, Nokia. The business press tells these stories the same way every time: an innovator arrives, an incumbent falls, and nobody saw it coming. The language is always about surprise and speed, about being disrupted and overtaken.
The implication is that change arrives as an event. Something happens, suddenly, and the firms that survive are…
