The offence
‘Disruptive’ is often used when ‘slightly easier’ would be accurate and more persuasive. The inflated claim makes sensible customers inspect the exits.
Explain the old frustration and the specific improvement. If it genuinely changes the category, people will notice without the foghorn.
The prescription
Do this next.
- Replace ‘disruptive’ with the actual change.
- Show the before and after.
- Let customers decide how revolutionary it feels.