The number of times the words "disruptive innovation" and "disruptive technology" have been used in popular English-language publications since 2010 has skyrocketed, according to an analysis using Factiva. But this doesn't meant they're all referring to the same thing. The author of the original 1995 article on the topic, Clayton Christensen, along with other experts, recently revisited the terms to consider their uses – and misuses – as well as the limits of the theory. "Unfortunately, disruption theory is in danger of becoming a victim of its own success," they write on HBR.org. "If we get sloppy with our labels or fail to integrate insights from subsequent research and experience into the original theory, then managers may end up using the wrong tools for their context, reducing their chances of success."
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