The package software company, intuit, bought mint.com as one strategy for anticipating the future and avoiding disruptive innovation.
A disruptive innovation is one that makes products and services simpler and more accessible to underserved or untapped markets.
Traditionally, established businesses focus on refining their goods and services for their lucrative clientele, usually ignoring the requirements and preferences of undeveloped markets. This lack of focus allows smaller businesses or newcomers the opportunity to reach this disregarded group with easier, more accessible choices.
On the other side, sustaining innovation refers to the practice of inventing to improve current goods and services for the client base already present, either in response to consumer or market demands.
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