The author isn&#x27;t just stating the case of the word being misused, but to advertise his alternate model.<p>The take-away is that the new successful companies don&#x27;t follow disruption theory, which is a bottom-up approach, but a different, top-down one.<p>It&#x27;s importance is figuring out successful strategies for orienting and managing a business: don&#x27;t undercut the competition, start with a niche that&#x27;s willingness-to-pay is higher.<p>As someone who hasn&#x27;t read much on management theory, it was illuminating for me.<p>Diction is also important, but that&#x27;s a whole separate conversation.