This gives rise to four distinct zones of innovation:
1. Incremental innovations involve modest changes to existing products and services.
2. Breakthrough innovation refers to large technological advances that propel an existing product or service ahead of competitors.
3. Disruptive innovation “result is worse product performance, at least in the near-term. [They] bring to a market a very different value proposition than had been available previously”.
4. Game-changing innovation transform markets and even society.