Keep pulling the thread on Craig Dubitsky.
The theory of disruption, developed by Clay Christensen, posits that disruption occurs when incumbents 'overshoot' the market by adding features that mainstream customers do not value.
A study from the Oliver Wyman Forum found that 65% of CEOs are energized by the opportunity that business disruption presents.
Craig Dubitsky led the original investment in the cleaning products company Method.
Craig Dubitsky co-founded a new coffee company called Happy with actor Robert Downey Jr.
The coffee company Happy has given a portion of its equity to NAMI (National Alliance on Mental Illness).
Craig Dubitsky believes that in a world of AI and abundant information, authenticity is the scarcest resource for businesses.
Mountain Dew developed the Kickstart brand after observing customers mixing Mountain Dew with orange juice.
The Kickstart brand generated multi-dollar incremental revenue for Mountain Dew's carbonated soft drink business.
Novo Nordisk's strategy in the diabetes market was to improve the patient experience rather than trying to create a purer insulin to compete with Lilly.
Sonos's market entry strategy was to compete against the inconvenience of tangled wires in home audio systems rather than on higher audio performance.
Pleasant Rowland, founder of American Girl Doll, focused her product strategy on facilitating experiences between generations rather than simply manufacturing dolls.
Craig Dubitsky observes that the term 'disruptive' was only applied to his companies, including Happy, Method, EOS, and Hello, by incumbent competitors, not by customers.