“Disruptive products require disruptive channels” – Christensen and Raynor, The Innovator’s Solution

The importance of distribution channels is often overlooked when analyzing the evolution of disruptive technologies, however, few truly disruptive companies grow through traditional distribution channels. In many cases, the growth of the disruptive distribution channel paves the way for disruptive companies – allowing them to bloom by reaching non-traditional customers and eventually changing the way their industries work.