Nathan Baschez is the cofounder and CEO of AI word processor Lex. He cofounded Every, was the first employee at Substack, and co-created Product Hunt.
Disrupting Disruption
Strategy’s most famous theory could be wrong
Jul 19, 2020 · 7 min readUpdated Jul 10, 2026
Disruption Theory is one of those ideas that’s obviously useful, incredibly popular, and likely quite incomplete.
It’s useful because history has repeated the pattern over and over again: powerful incumbents face an existential dilemma when faced with a certain type of new entrant.
But the theory also feels — at least to me, Alex Danco, Ben Thompson, and Hamilton Helmer — like it’s not the whole story. Of course, no theory can predict everything. But at this point the list of exceptions seems to be getting rather long.
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