When it comes to innovation most theoretical frameworks urge companies to systematically combat disruption by being proactive. Many theories have an offensive and product centric approach to prevent disruption. However, most companies don’t have the time, resources, or capacity to compete with disruptors on an offensive front. So, how are companies supposed to prevent disruption? The answer is counter innovation. The counter innovation theory is a process designed to identify disruptive innovators and disruptive innovation opportunities. This process helps organizations become more efficient in taking advantage of disruptive opportunities and innovate strategically.