There is an interesting article over the Fobes magazine titled “How to be a Disruptor”. In the article Clayton Christensen, author of The Innovator’s Dilemma, argues that for every successful disruptor dozens have tried and failed.
What is a disruptive innovation in the first place? According to Christensen “disruptive innovations trade off pure performance in favor of simplicity, convenience or affordability. Disrupters target customers who find existing solutions too expensive or too complicated. They offer “good enough” solutions at a lower price.”
The article mentions companies like Yahoo, Google, Apple, and Southwest Airlines. You can read it here.