I remember when the word 'disruptive' was used to describe an unruly child or a dog running amok amongst some chickens.
In modern day we tend to use it as a term when describing (although not exclusively) something related to the internet: an example of disruption in this context might be an online news site stealing a traditional print business' audience because it has instant reach and little overhead.
Disruption usually happens fairly fast affording traditional business little time to react - and even if traditional business saw the wave of change coming and realised that need to change or compete, there's often little time in which to do so.
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