So what - why does it matter if you don't identify and understand disruptive innovation in the 21st century: Leaders are distracted by all of the calls of "disruption". (Think "Dug" from the move UP, "squirrel!"). Learn to quiet the hype and the distractions. There is a process to disruptive innovation that can be learned, Pattern of Disruptions. This process has held up time, industry, and market. It can be tracked over centuries in many cases. This process can be demonstrated. (1) Identify disruptive innovation, using the Pattern of Disruptions (Here's a link to my article that explains it https://thenextishcom.medium.com/disruptive-innovation-took-a-turn-d4d87d7d094a) (2) Understand how to act with strategic clarity to create and to expand markets. (3) Develop foresight to anticipate disruptions.  Check out upcoming DigiMarCon Digital Marketing, Media and Advertising Conferences & Exhibitions Worldwide at https://digimarcon.com/events/