From Knowledge@Wharton – Does disruption kill core business models? “Not necessarily,” Robertson says. “Does that mean you should anticipate how it is going to affect the core business? Of course you should. You should always be looking for that next big thing, as well. In the late 1990s, [LEGO] moved away from core business and stopped focusing on bricks. Everything was out-of-the-box innovation, and it almost put them out of business.” Christensen saw disruptive innovation as the kind that comes from behind and develops a new market that eventually displaces the old one.