This could have been a story of Disruption Innovation. I wonder how would have Clay Christensen described it. In a Disruptive Innovation case, the outcome would have been a lower quality product than the incumbent's one (the Home Office pamphlets) and the targeted audience would have been the bottom of the market (e.g. youngsters) for whom the lower quality would have been sufficient to accept it, as they would have been over-served by incumbent's products.

But the wild Amelia case is about a different Strategy model. Disruptor's product quality exceeds that of incumbent's and the target audience is the entire market. What is this? It still is Disruptive Innovation, but of a new type.

It is IMMEDIATE DISPLACEMENT DISRUPTION. The time of upgrading the quality of disruptor's offer to match or exceed incumbent's one has been dramatically compressed through the cumulative transformative nature of (1) the technology to generate the wild Amelia videos and (2) to distribute it through the addictive, self scaling TikTok channel. Then, the target market is not the over-served bottom segment, it is the marginal customers or the non-consumers, very much like the target market for Blue Ocean Strategy. People who were hardly reading the Home Office Amelia pamphlets, are nor core market for the wild Amelia.

And the effect of incumbents' displacement is immediate and devastating.