Disruptive innovation ( exactly what innovation is ) when substantial & radical - if observed with a wider time window - is in effect many NPD cycles when viewed with short sight.
Through the course of radical innovation ( eg the switch to 100% renewable energy alternatives ) we often see that innovation ( and a disruptive one given the above ) requires, as shown in The Structure of Design Revolutions that the emphasize of sudden insights, along with those that emphasize gradual and cumulative change are both necessary for radical change to take place. Yet this is not what is the case in the minds of most designers and certainly not in the minds of mavericks. Why? Because the story of the radical shift is the necessity often for involvement.
Often moving between the balance of good, fast and cheap, and the realization that only 2 of these variables at best can be effected at one time with New Product Development efforts, requires the mentality of optimization rather than radical change. When firms and individuals slowly rotate between 2 of the 3 at a time and continue to rotate with a purposeful vision and tactical capability to achieve a radical innovation effort, breakthroughs do in fact occur.
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