EpicentRx Phrase of the Week: Disruptive Innovation

May 28, 2024

“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.