Throughout our write ups on our website, playbooks, newsletters and sectoral reports, we repeatedly mention 2 phrases: Disruptive innovation and Sustaining innovation. These are 2 broad categories of Startups based on the kind of business idea you’re pursuing. Why this matters? Your bucket affects how much you raise, from whom, what milestones matter, and how long it takes. Get this right early. Everything that follows becomes easier. Quick Definitions Disruptive Innovation: