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March 2004

Disruptive Incrementalism

Sometimes a cosmetic change can be the innovation that makes a product catch fire.

By Michael Schrage

My favorite example of "incremental innovation" belongs to Dilbert-the cartoon, not the character. Even before the Internet was a gleam in Jeff Bezos's eye, Scott Adams-Dilbert's creator-got his syndicate to agree to attach his e-mail address to the strip.

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