TRIZ methods applied to the analysis of disruption in the marketplace


  • Michael Ohler
  • Phil Samuel



Since it's conception by Everett Rogers in 1962 [1], the “S-curve” has been known and used for more than 50 years. The S-curve model has allowed for the prediction of market disruption but has consistently failed to predict the timing in which when disruption would occur. Adner and Kapoor provided a framework [2] that links the evolution of an incumbent challenged by a new technology to the evolution of the ecosystem, providing a better predictive model for the occurrence of disruption. According to the authors, the “mode” and timing of a disruption may now be reasonably be predicted. 

From a practitioner’s point of view, the question at hand is how to identify the right strategies and subsequent tactics to respond to each of these disruption scenarios, for both the position of the incumbent and new entrant.  We propose these answers can be found within the body of knowledge TRIZ offers in its analysis of tends as well as inventive and separation principles.  The utilization of these practices can guide both the incumbent and contender to the strategies best employed when engaging with each scenario of disruption.  We have demonstrated in this approach through the following case study.