INTRODUCTION If you’ve gotten a ride through Uber, booked a place to stay through Airbnb, watched a movie on Netflix, or received beauty and lifestyle products from Birchbox, then you’ve participated in disruption, even if you weren’t aware of it at the time. Disruptive Innovation and Marketing has become so commonplace in our business world that it is hard to tell the difference between whether something is shaking up the industry or just a darn good idea. Suffice it to say, disruption - despite being a trendy buzzword - is here to stay, and will have a lasting impact on the future of many industries. WHAT IS DISRUPTIVE INNOVATION AND MARKETING Disruptive Innovation is a term coined by Harvard Business School Professor Clayton Christensen. He describes disruptive innovation as “a process by which a product or service takes root in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.”1 Disruption