Clayton Christensen's 1997 theory of disruptive innovation — arguing that established companies fail not from incompetence but from rationally serving existing customers while neglecting low-end entrants that eventually displace them — the most influential business theory book of the last 30 years.
Creates disruptive innovation theory — The Innovator's Dilemma explains why the best-managed companies in the world are most vulnerable to disruption (because they listen to customers, invest in high-margin products, and rationally ignore low-end threats that later displace them); this is the most elegant explanation of why excellence at the current business model is insufficient for survival.
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