The Disrtuptive innovation, that is the quality of the new generation of products required by the new demand does not start anymore from the research of a Market sector, but
starts from forms of non-consumption
(new practices that arise directly from the Crowd where the needs are not satisfied by the market).
The concept of bottom-up innovation is recovered: innovation is driven by the stakeholeders (the holders of needs).
And the Market is forced to adapt to the new Demand, radically transforming its approach to Business.