The author isn't just stating the case of the word being misused, but to advertise his alternate model. The take-away is that the new successful companies don'

The author isn't just stating the case of the word being misused, but to advertise his alternate model. The take-away is that the new successful companies don't follow disruption theory, which is a bottom-up approach, but a different, top-down one. It's importance is figuring out successful strategies for orienting and managing a business: don't undercut the competition, start with a niche that's willingness-to-pay is higher. As someone who hasn't read much on management theory, it was illuminating for me. Diction is also important, but that's a whole separate conversation.