[petra]

But still, you can try to steer towards being disruptive when your choose your idea: you select unserved/underserved markets, or markets you can serve at lower profits than the incumbent, and do so using technologies you think can improve enough in performance/quality to compete with the incumbent while still having lower costs(which is a good way to choose a tech anyway).

And sure it doesn't guarrantee anything, but it increases your chances of disruption.

And with that, you still need to build a strategy and find barriers to entry. because (a)companies are more prepared towards disruptive innovation today , and (b)if you don't have good barriers to entry, once you become a threat, the incumbent will copy you.