Disruption has become the aspiration of tech companies in every industry … and, the deepest fear of incumbent firms in those industries. The CRE industry seems to be replete with opportunities for massive technological transformation … and, yet, nothing seems to be changing quickly. Why not? What if our objective of disruption itself is sabotaging our innovation goals? This talk will: - Explore the origin of Disruptive Innovation theory - Explain how people misunderstand the concept of disruption today and the unintended consequences of that misunderstanding - Propose an alternative approach to ignite the innovation in companies from the bottom-up - Outline a roadmap to begin this journey of heroic innovation