“Innovaaaation is making us great.”
Sung to the tune of the Heinz “Anticipaaaation” ketchup commercial from the 1970s, shown below.
Disruptive Innovation noun
dis-ruhp-tiv in-uh-vay-shuhn
Definition: Any type of transformative innovation that “disrupts” and displaces an existing one.
Example sentence: “We hope and believe that RRx-001 (nibrozetone) and AdAPT-001, from a pharmaceutical perspective, are disruptive innovations that will radically change the game for patients with diseases of current unmet need and few to no options.”
Origin: A term coined by Harvard Business School Professor, Clayton M. Christensen, in 1995.