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Apple is – and, for at least the last 15 years, has been – focused exactly on the blind spot in the theory of low-end disruption: differentiation based on design which, while it can’t be measured, can certainly be felt by consumers who are both buyers and users.

It’s time for the theory to change.

Really interesting article that addresses design and UX as a strategic differentiator in consumer goods. And that the theory Disruptive Innovation may need to change.

What Clayton Christensen Got Wrong in his Theory of Low-End Disruption

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