For most of the people, the idea of being disruptive involves making a leap to create something that people haven’t seen before. If they succeed at that, they actually do become disruptive. But in a bad way. Because they are asking everyone to “unlearn that and start learning this”.
In the book Iconic advantage, the authors observed about how the most successful long term innovators go about introducing new ideas. Innovation tends to be an ever-present part of their process. They regularly update their products, keeping them fresh and focusing on enhancing the essence of their brand.
The secret of constant innovation is to retain familiarity
