You cannot “disrupt” without incremental innovation being part of the process.
Generally speaking, innovation is how to transform the novel ideas into products and services to achieve its business value. Innovation has different flavors and also has various definitions as well. Is innovation always radical or disruptive; is ‘incremental’ innovation an innovation or oxymoron? How to manage innovation portfolio effectively?
Innovation is in the eye of the beholder – hopefully, a customer: The only test for whether it is or is not an innovation is whether it makes any difference to a dimension that is valued by whoever has a stake in your offering -it is best if that happens to be the customer. If the innovation is meeting a need, expressed or otherwise, it is an innovation. Adding value is the characteristics of an innovation. Too often, companies announce ambitious "breakthrough" initiatives only to see them rapidly folding back to "business-as-usual." This is a problem and this problem must be confronted. The nature of innovation varies depending on whether you are within a paradigm in your industry or the context in your environment, requires crossing paradigm boundaries. A "tweak" that adds mutual value to both the customer and the provider can still be an innovation, the difference being a matter of degree. Incremental innovation has become the value that the customer expects you to provide if you are to remain a sustainable supporting innovation, the unexpected disruption that can re-structure the competitive landscape. Any incremental improvement of a product that allows the company increase sales, revenue, profit margins, market share, etc. is innovation.