Utilizing in-depth research of multiple companies and industries, the authors identify what actions and practices are essential for companies to embrace new disruptive innovations and avoid being disrupted themselves.

Source: The Innovator’s Solution by Clayton Christensen

If you read the book, then you’ll see that a disruptive competitor starts at the low-end of your business. This enables them to go by undetected because they’re considered “junk”. But as their own processes and technologies improve – ignored by the Leader, they enable themselves to target the most profitable aspects of your business. Imagine if Blockbuster had invented Netflix.