What do a compass, the printing press, and an iPhone have in common?
More than just being technological marvels of their respective eras, each represents what Scott D. Anthony calls an “epic disruption”—a moment where innovation draws a sharp line between “before” and “after.”
These are the kinds of world-shifting developments Anthony explores in his compelling book, Epic Disruptions: 11 Innovations That Shaped Our Modern World.
“In 1620, Sir Francis Bacon noted that there had been three things in human history that changed the ‘appearance and shape of the entire world’: the compass, the printing press, and gunpowder,” Anthony said in a recent interview. “When disruption draws a line between ‘before’ and ‘after’ … that’s epic!”
Anthony’s framing is not merely poetic—it’s deeply practical. Understanding the anatomy of disruption, he argues, isn’t just for historians or tech entrepreneurs. It’s for anyone who wants to better anticipate the next big wave.
Disruption Has a Pattern
According to Anthony, a bestselling author who teaches at the Tuck School of Business at Dartmouth, disruption isn’t random. It follows a repeatable pattern—one that can be traced, tested, and even taught.
Take McDonald’s as a case study. “McDonald’s pioneering fast-food model demonstrates the three key elements to the pattern,” Anthony said. First, disruption typically involves a trade-off—“performance along historical dimensions” is sacrificed in favor of new benefits like simplicity and affordability. Second, it “finds a home in a market segment that specifically seeks those new benefits.” Third, the innovation is anchored by a distinctive business model.
When the McDonald brothers shut down their full-service restaurant in 1948 to build a self-service model, they weren’t just flipping burgers—they were flipping the entire dining experience. Then came Ray Kroc, who added the magic of franchising and real estate. “That business model allowed McDonald’s to serve billions profitably,” Anthony noted.
Breakthroughs vs. Disruptions
Not all innovations are created equal. Some improve the status quo while others dismantle it.
“A breakthrough typically is much better performance along dimensions that historically mattered,” Anthony explained. Think hypersonic jets or ultra-HD cameras—impressive, but they don’t necessarily change the playing field. “A disruption purposefully trades off pure performance to bring new benefits to a market.”
That distinction matters, especially for innovators trying to break through crowded markets. Disruptions tend to redefine consumer expectations, reorder value chains, and ultimately, unlock entirely new industries.
Henry Ford’s Forgotten Revolution
When asked which innovation surprised him most in terms of long-term impact, Anthony pointed not to digital technologies but to a machine more than a century old: the Model T.
“In 1908, the automobile market was small because cars were expensive and complicated,” he said. “Ford’s vision was to create the car for the ‘great multitudes.’” The result? A drop in price from the modern equivalent of $30,000 to $5,000, and a surge in ownership that reshaped how we live and work.
“The rise of the automobile changed how we work, live, and play,” Anthony said. “Without the Model T, the world would be a very, very different place. And, when autonomous vehicles become mainstream, the world will again become a very, very different place, likely in ways we can’t fully predict right now.”
Renaissance Lessons for Modern Innovators
Anthony draws unexpected parallels between Renaissance-era scientists and today’s startup founders. “Renaissance-era scientists like Robert Boyle demonstrated the practical use of what we now call the scientific method,” he said. “Modern entrepreneurs who follow popular methods like ‘lean startup’ are following in Boyle’s footsteps.”
Even Gutenberg, often celebrated for inventing the printing press, succeeded by innovating at the intersections. “He adapted both bell engraving and wine industry tools into his novel printing press,” Anthony said. “Borrowing ideas from one context and bringing them to another is a powerful way to drive disruptive growth.”
The Shadow Side of Disruption
Of course, not every disruptive idea is welcomed with open arms. “Jeff Bezos once said that success with innovation requires a willingness to be misunderstood for long periods of time,” Anthony noted. “Fear, resistance or skepticism come along with every market-changing disruption. Left unchecked, they can slow or even stop progress.”
That’s why confronting the dark side of disruption is essential. “In the 1920s there were tragic examples of automobile-related fatalities in many major cities,” Anthony reminded. “It required rules and norms to get through this messy period.”
Supporting the “Crazy” Ones
Innovation often starts as heresy. That’s why supporting fringe thinkers and unconventional ideas is critical for societal progress.
“Chris Dixon from Andreesen Horowitz once defined disruption as a good idea that sounds like a dumb idea when you first hear it,” Anthony said. “Do you remember when you first heard of Airbnb? The idea of a random person renting a room in your house through an online platform sounded crazy.”
And yet, these are the very ideas that bend the arc of the future.
“Apple’s Think Different campaign from the 1990s ended with the line ‘the people who are crazy enough to think they can change the world, are the ones who do.’ Disruption rewards patience and persistence. The more we support the crazy ones, the more disruption we will get.”
Final Thoughts: A Prompt for the Future
When asked to distill his book into a single prompt for the next generation of disruptors, Anthony didn’t hesitate.
“Everything that we take for granted today came from someone questioning the status quo and seeking new possibilities. So, to future disrupters, how can you see what others don’t and do what others won’t?”
That’s the spirit of true innovation—and perhaps the start of the next epic disruption.