There is a common misconception among entrepreneurs: that disruptive innovation is the key to a successful business.

It’s become a sort of focal point that can ultimately be a lot of breath that’s wasted.

Instead, what is more often the case is: innovations are not disruptive ONLY customer adoption is disruptive.

Because ultimately, customers must like the new way.

No matter how incredible your innovation is the primary evaluation is how your customers value it and adopt the disruptive innovation.

So the next time someone tells you of the disruptive level of their business plan, ask them: why are customers going to adopt this?