“Our Technology is Disruptive”

I sense a rise in popularity of a buzzword / phrase in entrepreneurial circles. It’s the entrepreneur’s elevator pitch including the catch-all: “Our technology is very disruptive.”

Whoop-de-do. Most of us have read or heard of Clayton Christensen’s theory of disruptive technology.

The problem is people are throwing around “disruptive” as if it has inherent meaning as a word. But it is not terribly helpful by itself in terms of understanding what the technology actually is or does. For an elevator pitch, better to show not tell: what’s a quick anecdote or story that illustrates how your technology is going to upend the status quo in industry X?

So yes, we know your technology is disruptive, your revenue numbers are conservative, and you have a team of rock star engineers. Let’s get to the meat!

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