An Alternative History of Silicon Valley Disruption

A few years after the Great Recession, you couldn't scroll through Google Reader without seeing the word "disrupt." TechCrunch named a conference after it, the New York Times named a column after it, investor Marc Andreessen warned that "software disruption" would eat the world; not long after, Peter Thiel, his fellow Facebook board member, called "disrupt" one of his favorite words. The term "disruptive innovation" was coined by Harvard Business School professor Clayton Christensen in the mid-90's to describe a particular business phenomenon, whereby established companies focus on high-priced products for their existing customers, while disruptors develop simpler, cheaper innovations, introduce the products to a new audience, and eventually displace incumbents. PCs disrupted mainframes, discount stores disrupted department stores, cellphones disrupted landlines, you get the idea. In Silicon Valley's telling, however, "disruption" became shorthand for something closer to techno-darwinism.