Shakespeare & Christensen – “disruptive”

“Disruption is about the disrupting of incumbent companies. It isn’t about disrupting technology, disrupting customers, or any of that. It is about removing the floor from the other companies.

“There is a Shakespearean quote from Hamlet that keeps coming up in my head when talk about disruption is afoot:

For ’tis the sport to have the engineer
Hoist with his own petard: and ‘t shall go hard
But I will delve one yard below their mines,
And blow them at the moon: O, ’tis most sweet,
When in one line two crafts directly meet.
This man shall set me packing:
I’ll lug the guts into the neighbour room.

“Disruption is about the disruptor, innocently seeming, delving one yard below their mines and blowing the incumbent companies at the moon. The incumbent doesn’t see it coming until it is too late. The disruptor is just a ‘fad’. It is a crappy product with crappy customers… until it is too late.”

Source: Malstrom’s Articles News: “The game has changed, … and the way the game is played has to be changed.” -Iwata

Petard: a small bomb used to blow up gates and walls when breaching fortifications. More at:


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