In the world of business innovation, disruption is worshipped as the holy grail. Break everything, start fresh and change the game. But what if that is the wrong approach? With three decades of hands-on experience in product design, innovation consulting and investing, The Disruption Fallacy is Costas Papaikonomou's battle-tested reality check on how innovation actually works.

Why do large corporations disrupt their own business more than their markets? Why do startups crash against the realities of scaling, no matter how well they are funded? Why do leaders mistake noise for progress? Packed with sharp insights, humor and no-nonsense wisdom, The Disruption Fallacy explains why most breakthroughs do not come from reckless reinvention but from smart, strategic evolution. Whether you are in consumer goods, tech, or any industry balancing ambition with reality, this book will help you disrupt the right thing and nothing more.

Drawing from hundreds of real-world projects in mass-market industries, he reveals why true progress is not about tearing down what exists, it is about knowing what to fix and what to leave alone.

Yes, you need to break eggs to make an omelet.

But that's no excuse to burn down the kitchen.