Appetite for
Season 01 | Chapter 02

Uptake Revisited - Evolution vs Disruption

Having established that the dominant design in a product class is the one that competitors and innovators must adherer to if they hope to command significant market following we in this chapter look at the unfolding dynamic from the perspective of diffusion or adoption of innovation according to Rogers.

This provides for an understanding of the different adopters of an innovation based on bell-curve mathematics and of the market penetration or “S-curve”. We then look at evolution versus disruption, how incumbents typically behave and why disruptors from outside of an established industry can succeed.


Uptake Revisited – Evolution vs Disruption

Dr. Guenther Dobrauz-Saldapenna

Season One | Chapter Two