This ties back to the authors' famous "Blue Ocean Strategy." While disruption usually takes place in "Red Oceans" (bloody, competitive waters), Beyond Disruption challenges you to swim where no one else is swimming.
Most leaders are trapped in a — competing head-to-head, undercutting prices, and stealing market share. Disruption, as popularized by Christensen, is about entering the low end of an existing market and moving up.
A startup creates a cheaper taxi app. Drivers lose income. Cities regulate. Lawsuits follow.