Disruption theory, originally proposed by Clayton Christensen, has two significant flaws. Firstly, it doesn’t account for the role of common sense in business decisions. Secondly, it overlooks the importance of slow, gradual improvements in technology. This theory suggests that established companies are likely to be disrupted by start-ups with innovative technologies, but it fails to consider that these established companies can use their resources and experience to adapt and survive.

In contrast, the theory of sustaining innovation highlights the importance of gradual improvements. It argues that established companies can stay ahead of the game by continually improving their products and services. This approach allows them to retain their customer base and fend off potential disruptors.

Additionally, the role of common sense in business decisions is often overlooked. Common sense helps businesses to make wise decisions, and it’s a critical factor that can’t be quantified or easily incorporated into theories. It’s the ability to recognise the potential of an idea, to understand the market and to make sound decisions based on experience and intuition.

In conclusion, disruption theory, while useful, is not the be-all and end-all. It needs to be supplemented with the theory of sustaining innovation and the application of common sense. Businesses need to balance innovation with gradual improvement and sound decision-making to stay competitive in today’s fast-paced market.

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