Is your company stagnating while others are taking over markets that didn’t even exist five years ago? Disruptive innovation might be the key to breaking the mold and leading the change.

In this article, you'll learn how to spot hidden opportunities, real-world cases that reshaped entire industries, and the technologies rewriting the rules of the game.

What is disruptive innovation and how to apply it in my business?

What is disruptive innovation?

Disruptive innovation means offering products or services that are more accessible, simpler, or more efficient than existing ones. It’s about creating an alternative that starts by targeting underserved or partially served users… and ends up completely transforming an industry.

The concept was developed by Clayton Christensen in the 1990s, who showed that many disruptions don't originate from large corporations, but rather from small players who better understand a real market need. Over time, these “small” solutions evolve, gain adoption, and displace what once seemed untouchable.

In a digital and fast-paced world, disruptive innovation not only changes products: it changes behaviors, business models, and customer expectations. That’s why it can be used as a powerful tool to build competitive advantage.

Characteristics of disruptive innovation

To understand how disruptive innovation works, it's helpful to observe the common traits of solutions that change the rules of the game:

1. Novel combination of existing elements

In many cases, disruptive innovation emerges from combining known solutions and processes in creative ways.

Uber didn’t invent GPS or mobile payments, but it combined them with an app to reinvent urban transportation. Often, what makes something disruptive is not the technology, but the approach.

2. Focus on unmet needs

These innovations are born from solving problems others ignore. They target underserved segments or those who can't afford traditional solutions.

Although these products may initially seem “inferior,” they offer different advantages such as lower price, simplicity, or flexibility.

3. Initial resistance and slow growth

This kind of idea often faces skepticism. Many see them as “niche” or passing trends.

Adoption may be slow, but once they reach a maturity point, their growth skyrockets. While some cases scale quickly, most need time to find product-market fit.

4. Origin outside established leaders

Disruptions generally don’t come from large corporations, but from startups, entrepreneurs, or outsiders to the dominant system.

Traditional companies often ignore them until it’s too late, because in their early stages, these ideas don’t seem profitable or attractive enough.

5. Market redefinition and value creation

Once they mature, these solutions don’t just replace others: they reshape the playing field.

They redefine business models, consumer habits, and customer expectations. What once seemed “unthinkable” becomes the new standard.

Examples of disruptive innovation in companies

Major transformations always start with a small friction. These companies started that way and ended up rewriting the rules of their industries.

Netflix

Do you remember when renting a movie meant going to a store, choosing a DVD, and returning it on time? Netflix changed that completely.

It started as a DVD rental service by mail and then transformed the industry with on-demand streaming. Today, its model challenges traditional television and has forced giants like Disney and HBO to adapt.

Airbnb

At first, the idea of sleeping in a stranger’s house sounded strange. But Airbnb saw an opportunity: offer cheaper, more authentic lodging by leveraging underutilized spaces. Today, it’s a real and massive alternative to hotels, with a presence almost everywhere in the world.

Tesla

In a market dominated by combustion engines, Tesla bet on high-performance electric cars. It integrated cutting-edge technologies like remote updates and autonomous driving.

Its success forced the automotive industry to accelerate the shift toward sustainable models.

DolarApp

In Latin America, saving in dollars or euros was a privilege. DolarApp made it accessible. With one app, anyone can open an account in USDc or EURc (digital currencies), save, pay, or send money without traditional banks, without abusive fees, and in seconds.

In regions marked by inflation and uncertainty, it represents a real financial disruption within reach of your phone.

Disruptive technologies driving change

Behind many innovations lies a technological lever that makes the leap possible. These are some of the most powerful today:

Artificial intelligence and automation

From medical diagnostics to writing assistants, AI is changing how we work, learn, and make decisions. It automates complex tasks, reduces errors, and enables personalized products at scale.

Blockchain and cryptocurrencies

Blockchain enables trust without intermediaries. Cryptocurrencies like Bitcoin or USDc allow us to move value online securely, quickly, and globally. They also open doors to new forms of financing and smart contracts.

There’s even an emerging market in this sector that seeks to democratize access to real estate investments through crypto, a practical and clear case of disruptive innovation.

Cloud computing

Thanks to the cloud, you no longer need your own infrastructure to scale a business. From a laptop, any entrepreneur can access powerful tools, collaborate in real time, and launch global products without large investments.

A well-known example in this sector is Odoo, a company that offers this type of tech solution.

Augmented reality and the metaverse

These technologies are starting to transform industries like education, retail, tourism, and entertainment. By blurring the line between physical and digital, they enable immersive experiences that were previously impossible.

Though experts and media have talked about its disruptive potential for years, it’s still a format waiting to be fully adopted.

How to foster disruptive innovation in your company

Disruptive innovation isn’t about luck. There are concrete ways to cultivate it in any organization:

Promote a culture of creativity and learning: Teams must feel safe to experiment and suggest bold ideas. Rewarding effort and learning from failure is key to real innovation.

You can implement a digital ecosystem using platforms like Google Workspace, which encourage productivity and the documentation of creative ideas.

Analyze unmet market needs: Talk to your customers. Detect pain points that current solutions don’t resolve. That’s where the fertile ground for innovation lies—without going head-to-head with industry giants.

Bet on technology and multidisciplinary teams: Combining different perspectives (business, tech, design, psychology) leads to more complete solutions. Staying current with emerging tech is vital to stay ahead of change.

Embrace risk and experimentation: No idea is born perfect. Prototype, test on a small scale, get feedback, and iterate fast. Disruptive innovation requires being comfortable with uncertainty and having the agility to adapt.

You might also be interested in: The 5 Forces of Porter to Understand the Market

Conclusion

In an increasingly digital and fast-changing economy, disruptive innovation is not an option—it’s a strategy for survival and growth. The companies that anticipate change not only survive, they lead.

DolarApp is a concrete example of how a latent need can be turned into an accessible, powerful solution. Its simple, tech-driven approach shows that with vision, it’s possible to democratize financial services that used to be exclusive.

FAQ (Frequently Asked Questions)

What does disruptive innovation mean?

It’s a form of innovation that introduces something radically different, often simpler, more accessible, or cheaper, which ends up replacing traditional solutions and transforming or creating a market.

What is the difference between incremental and disruptive innovation?

Incremental innovation improves existing solutions (like a new version of a product). Disruptive innovation breaks with the past and proposes a new alternative that, over time, replaces the dominant model.

Which companies have applied disruptive innovation?

Netflix, Airbnb, Uber, Tesla, Amazon, and DolarApp are clear examples. All started with a different approach, targeting ignored niches, and ended up redefining their industries.

How do you implement disruptive innovation in a business?

Listen to the market, build diverse teams, experiment with prototypes, and keep an open mind to change. Use emerging tech and don’t be afraid to break traditional rules if it helps solve real problems better.