[kaspm]

I would add that the disruptive innovation also cannibalizes your existing market business in addition to being something that customers do not want now but will want in the future. If you build something that customers do not want now but will want in the future and it does NOT impact your existing business, that's also just regular old innovation.

[tritosomal]

Indeed, and an obvious example is Apple cannibalizing the demand for it's personal computing systems, by offering mobile devices that nearly replace and obviate key features offered by personal computers.

Had somebody else beaten them to the punch, they'd have suffered from the same disruption, AND lost business.

Because they were early, and had the muscle to withstand the temporary discomfort of being ahead of their time, they could land ahead of schedule and wait for everyone to catch up. At which point they were able to guide a massive avalanche in their favor.

It's not a requirement that the cannibalized market should be held by the disruptor. The market that gets destroyed doesn't have to be your own, but 'tis better to be the disruptor than the disrupted.