Why incremental innovation is so easy; disruptive is so difficult

Disruptive innovation is a rare occurrence for established industry players due to their vested interest in the way things currently work. Incremental innovation is often favored as it is easier and fits within existing frameworks, creating little disruption. However, when seeking to launch a disruptive product, companies must be willing to rethink and rework their channels, offerings, business models and revenue streams, and few are willing or prepared to do so, making it more likely that disruption will come from outside the industry. To pursue disruptive innovation, companies should spin out new businesses to take the product to market, allowing for greater flexibility and freedom in launching a product in the most effective way.