September 23, 2013
by Björn Jeffery
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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

The Author

Björn Jeffery is a Swedish technology columnist, advisor, and independent analyst based in Malmö, Sweden. He is the technology columnist for Svenska Dagbladet and co-hosts a podcast for the newspaper. He was previously CEO and co-founder of Toca Boca, the kids’ media company that grew to over one billion downloads. Through his advisory practice, Outer Sunset AB, he works with companies on digital strategy, consumer culture, governance, growth, and international expansion.