Clay Christensen: Most companies keep trying to leverage what they already have put into place. He says business school professors teach that you should not look at the sunken fixed costs, but rather just look at the marginal cost when evaluating an investment. "Business model innovation is always what creates the big new waves of growth," he says.
The theory of disruptive innovation endures as a way to make a complicated and expensive product simpler and more affordable. But the originator of disruptive innovation argued that disruptive innovation isn’t just about simplifying technology — it also requires a new business model.