"The Innovator's Dilemma" is a book by Clayton Christensen that was published in 1997. It describes the difficulty of choosing the right way of innovation development for different companies.
According to this concept, there are two types of innovation: supportive and disruptive. The first one says that the company should improve the product in accordance with user feedback. Sustainable innovation meets current customer needs and works in the short term.
Disruptive innovation is needed in a niche market. It may not be as popular in the beginning, but it may better suit future needs. Disruptive innovation works in the long run.
The main point of this concept says that the companies should listen to customers’ opinions, and at the same time try to identify potentially disruptive innovations to grow successfully.