I'm often baffled by some startups claiming to be "disruptive." This word is really becoming meaningless, much like "synergy," "integrated," and "actionable" have become. They have all devolved into these marketing or management consulting buzzwords that really lose any value they might have had.
Competing on price is not "disruption" in most cases, so quit calling it that.
If your startup has innovative new technology that changes the competitive landscape, you might be a disruptive startup.If you came up with a new version of the standard business model for your industry and significantly shorten or simplify the value chain, you might be a disruptive startup.
If your new technology or business model makes possible an order-of-magnitude change (preferably *orders*) in the price of a product or service offering, you might be a disruptive startup.
If your product was once written about in fiction (either on page or on screen) by the likes of Asimov, Kurzweil, or Roddenberry (among others), you might be a disruptive startup.
Everyone else is just incremental.
