Not disruptive, and proud of it

Jason Cohen argues that companies should focus on building something people want rather than setting out to be disruptive, since disruption is more often a side effect of success than a goal. He says disruptive products are rare and usually expensive, and that disruptors often fail to profit, citing Xerox PARC and AT&T Bell Labs, which invented the mouse and Unix but made no money from them. He describes his own companies, Smart Bear and ITWatchDogs, as modest successes built on solving specific pain points, and notes that modest goals are more likely to succeed.