“We have found that companies need to speak a common language because some of the suggested ways to harness disruptive innovation are seemingly counterintuitive. If companies don't have that common language, it is hard for them to come to consensus on a counterintuitive course of action.”

American business scholar and professor, Christensen is best known for developing the theory of disruptive innovation, which explains how established companies often fail to recognize emerging markets that eventually overtake them. His work reshaped strategic thinking in corporate leadership and entrepreneurship.