Clayton Christensen said [1] that when a new product offers something you can't get elsewhere, consumers are willing to use it even though it might be worse in many respects than the competition. I.e. smartphones were underpowered computers, but because you could take them anywhere, many more people used them than desktop or laptop computers (maybe there's a better example, but you get the idea).

I think these ideas are best used to look at history. I don't think it's useful for a company or organization to aim to "disrupt" a market. Make a compelling product and the rest will follow.

[1]https://en.wikipedia.org/wiki/Disruptive_innovation