This was a particularly good job.
Disruptive innovation is quite simply a theory of innovation. It becomes immediately complicated once you delve only minutely deeper than the preceding sentence. For reasons of complexity and cognitive inability I will refer you to a hugely helpful website. Essentially, the aim is to out-manoeuvre the traditional markets and establish an alternative – and usually inferior – solution that will then (hopefully) begin to displace the conventional ‘big boys’.
…welcome to this extraordinarily insightful session of professional brainstorming: