Fundamentals

Industry disruption, at its core, signifies a fundamental shift in how a particular industry operates. For Small to Medium-Sized Businesses (SMBs), understanding this concept is not just academic; it’s crucial for survival and growth. In simple terms, industry disruption occurs when a new technology, business model, or approach fundamentally alters the existing market dynamics, often rendering established ways of doing business obsolete or significantly less effective. Think of it as a powerful wave that can either capsize your boat or propel you forward, depending on how well you navigate it.

Understanding the Basics of Industry Disruption for SMBs

For an SMB owner, the immediate question might be, “How does this abstract concept of ‘industry disruption’ actually affect my day-to-day operations?” The answer lies in recognizing that disruption isn’t always a dramatic overnight event. It often starts subtly, with changing customer expectations, emerging technologies, or new competitors entering the market with innovative solutions. These changes, while seemingly small at first, can accumulate and eventually reshape the entire landscape. For example, the rise of e-commerce was initially a slow burn for many brick-and-mortar SMBs, but it has now become a dominant force, forcing many to adapt or risk closure.

Industry disruption for SMBs is about recognizing and adapting to fundamental shifts in their industry before they become overwhelming.

Consider the traditional taxi industry and the disruption brought about by ride-sharing apps like Uber and Lyft. For local taxi companies, often SMBs themselves, this was a massive disruption. These apps didn’t just offer a slightly better taxi service; they fundamentally changed the customer experience through:

• Convenience ● Booking a ride via a mobile app is significantly more convenient than calling a dispatch or hailing a cab on the street.
• Transparency ● Knowing the fare upfront and tracking the ride in real-time offers a level of transparency previously unavailable.
• Efficiency ● Algorithms optimize routes and driver availability, potentially leading to faster pickups and more efficient service.

This disruption wasn’t just about technology; it was about a superior business model that leveraged technology to meet evolving customer needs. For SMBs in any industry, understanding this multifaceted nature of disruption is the first step towards effective response.

Key Elements of Industry Disruption Relevant to SMBs

To better grasp industry disruption, especially from an SMB perspective, it’s helpful to break down its key elements:

1. New Technologies ● Often, disruption is fueled by the introduction of new technologies. This could be anything from the internet and mobile computing to artificial intelligence and automation. For SMBs, adopting or adapting to these technologies is crucial.
2. Changing Customer Expectations ● Customer preferences and expectations are constantly evolving. Disruption often caters to unmet needs or provides a significantly better way to fulfill existing needs. SMBs must stay attuned to these shifts.
3. New Business Models ● Disruptive innovations often come with new business models that challenge traditional approaches. Subscription services, freemium models, and platform businesses are examples of disruptive business models that SMBs can consider or face competition from.
4. Increased Competition ● Disruption can lower barriers to entry, allowing new competitors, sometimes from entirely different sectors, to enter the market. SMBs need to be prepared for a more dynamic and competitive landscape.
5. Shifting Value Propositions ● Disruption can redefine what customers value. Price, convenience, speed, personalization, or ethical considerations can become more important than traditional value drivers. SMBs need to understand and adapt their value proposition accordingly.

For SMBs, industry disruption is not necessarily a threat to be feared, but rather a reality to be understood and navigated strategically. It presents both challenges and opportunities. Those SMBs that are agile, adaptable, and willing to embrace change are more likely to not only survive but also thrive in a disrupted market. The following sections will delve deeper into the intermediate and advanced aspects of industry disruption and how SMBs can leverage Automation and Implementation strategies for growth in this dynamic environment.

Intermediate

Moving beyond the fundamental understanding of industry disruption, the intermediate level requires SMBs to delve deeper into the dynamics and strategic implications. At this stage, it’s crucial to analyze the drivers of disruption, identify potential disruptive forces impacting their specific industry, and formulate proactive strategies. Understanding the ‘why’ and ‘how’ of disruption allows SMBs to move from a reactive stance to a more strategic and potentially advantageous position.

Analyzing the Drivers of Industry Disruption for SMB Strategy

Several key forces act as catalysts for industry disruption. For SMBs, recognizing these drivers is the first step in anticipating and preparing for potential disruptions:

• Technological Advancements ● Rapid technological progress remains a primary driver. Consider Cloud Computing, which has democratized access to powerful IT infrastructure, or Mobile Technology, which has changed how customers interact with businesses. For SMBs, leveraging these technologies is no longer optional but essential for competitiveness.
• Globalization and Market Liberalization ● Increased global interconnectedness and the opening of markets expose SMBs to new competitors and opportunities. While this can be challenging, it also allows SMBs to access larger markets and global talent pools. Understanding international business trends becomes increasingly important.
• Changing Regulatory Landscapes ● Shifts in regulations, both locally and globally, can significantly impact industries. For example, new environmental regulations can force businesses to adopt sustainable practices, while data privacy Meaning ● Data privacy for SMBs is the responsible handling of personal data to build trust and enable sustainable business growth. regulations like GDPR impact how SMBs handle customer data. Staying compliant and adapting to regulatory changes is crucial.
• Evolving Customer Demographics and Preferences ● Changes in population demographics, lifestyle choices, and consumer values drive shifts in demand. For example, the growing emphasis on sustainability and ethical consumption is forcing many industries to rethink their practices. SMBs need to understand these evolving preferences to remain relevant.
• Economic Shifts and Volatility ● Economic downturns or booms, fluctuations in commodity prices, and changes in interest rates can all trigger or accelerate industry disruption. SMBs need to build resilience and adaptability to navigate economic uncertainties.

Analyzing these drivers within the context of their own industry allows SMBs to identify potential areas of vulnerability and opportunity. This analysis should not be a one-time exercise but an ongoing process of monitoring and adaptation.

Strategic Responses for SMBs to Industry Disruption

Once an SMB understands the drivers and potential impacts of industry disruption, the next step is to formulate strategic responses. There’s no one-size-fits-all solution, but several common strategies can be adapted to suit different SMB contexts:

1. Adaptation and Agility ● Perhaps the most crucial response is to cultivate organizational agility. This means being flexible, responsive to change, and willing to adapt business models, processes, and offerings as needed. SMBs, by their nature, often have an advantage in agility compared to larger corporations.
2. Innovation and Differentiation ● Disruption often rewards innovation. SMBs can differentiate themselves by developing unique products, services, or customer experiences. This could involve leveraging new technologies, focusing on niche markets, or offering superior customer service. Product and Service Innovation becomes a key differentiator.
3. Niche Specialization ● Instead of trying to compete head-on with disruptive forces, SMBs can focus on specializing in niche markets that are underserved or overlooked by larger players. This allows them to build expertise and customer loyalty in specific segments.
4. Collaboration and Partnerships ● In a disrupted landscape, collaboration can be a powerful strategy. SMBs can partner with other businesses, including startups or even competitors, to share resources, access new technologies, or expand market reach. Strategic alliances can be vital for survival and growth.
5. Embracing Automation and Technology ● Automation and technology are often at the heart of disruption, but they can also be tools for SMBs to respond effectively. Automating processes, leveraging data analytics, and adopting digital marketing strategies can enhance efficiency, improve customer engagement, and create new revenue streams. Strategic Technology Implementation is crucial for competitive advantage.

SMBs must proactively analyze disruptive forces and strategically choose to adapt, innovate, specialize, collaborate, or automate to navigate industry shifts effectively.

The choice of strategy will depend on the specific industry, the SMB’s resources, and its risk appetite. However, a passive approach is rarely a viable option in the face of industry disruption. SMBs need to be proactive, informed, and decisive in their response.

Practical Implementation for SMB Growth Amidst Disruption

Strategic responses are only effective if they are translated into practical implementation. For SMBs, this often means focusing on targeted and resource-efficient actions:

• Digital Transformation Initiatives ● Embracing digital technologies is no longer optional. SMBs should invest in digital tools and platforms that enhance their operations, customer engagement, and market reach. This could include implementing CRM systems, e-commerce platforms, or digital marketing strategies.
• Employee Training and Upskilling ● Adapting to disruption requires a skilled and adaptable workforce. SMBs should invest in training and upskilling their employees to equip them with the skills needed for the changing business environment, particularly in areas like digital literacy and data analysis.
• Data-Driven Decision Making ● In a disrupted market, data becomes increasingly valuable. SMBs should leverage data analytics to understand customer behavior, market trends, and operational performance. This data-driven approach can inform strategic decisions and improve efficiency.
• Customer-Centric Approach ● Disruption often shifts power towards customers. SMBs need to prioritize customer needs and experiences. This means actively listening to customer feedback, personalizing interactions, and building strong customer relationships. Customer Relationship Management (CRM) is key.
• Continuous Monitoring and Evaluation ● The business environment is constantly evolving. SMBs need to establish systems for continuous monitoring of industry trends, competitor activities, and their own performance. Regular evaluation of strategies and adjustments as needed are essential for long-term success.

For SMBs, successful navigation of industry disruption requires a blend of strategic thinking and practical execution. By understanding the drivers of disruption, formulating proactive strategies, and focusing on effective implementation, SMBs can not only survive but also leverage disruption as a catalyst for growth and innovation. The advanced section will explore these concepts at a more expert level, delving into complex analytical frameworks and long-term strategic implications.

Advanced

Industry disruption, at an advanced level, transcends simple market shifts; it represents a fundamental restructuring of economic landscapes, driven by paradigm-shifting innovations that challenge established norms and power structures. For SMBs, navigating this advanced terrain demands a nuanced understanding of disruption not just as a threat, but as a complex ecosystem of challenges and unprecedented opportunities. The expert-level definition of industry disruption, refined through rigorous business analysis and scholarly research, positions it as:

Industry Disruption (Advanced Definition) ● A non-linear, transformative process characterized by the introduction of radical innovations ● technological, business model, or societal ● that fundamentally alter the competitive dynamics, value chains, and stakeholder relationships within an industry, leading to the displacement of incumbent players and the emergence of new market leaders, often accompanied by significant socio-economic restructuring and requiring adaptive resilience Meaning ● Adaptive Resilience for SMBs: The ability to proactively evolve and thrive amidst change, not just bounce back. and strategic foresight Meaning ● Strategic Foresight: Proactive future planning for SMB growth and resilience in a dynamic business world. from Small to Medium-Sized Businesses to not only survive but to capitalize on emergent opportunities.

This definition emphasizes several critical aspects often overlooked in simpler interpretations:

• Non-Linearity and Transformative Nature ● Disruption is not a gradual evolution but a rapid, often unpredictable upheaval. It’s transformative, not incremental, altering the very fabric of an industry.
• Radical Innovation as the Catalyst ● Disruption is propelled by innovations that are not merely improvements but fundamentally new approaches, whether in technology, business models, or even societal values.
• Systemic Impact on Value Chains and Stakeholders ● Disruption ripples through the entire industry ecosystem, affecting suppliers, distributors, customers, and even regulatory bodies. The interconnectedness of these elements is crucial to understand.
• Displacement and Emergence Dynamics ● Disruption inevitably leads to the decline of some businesses and the rise of others. Understanding these dynamics is key to strategic positioning.
• Socio-Economic Restructuring ● The impact of disruption extends beyond business, influencing employment patterns, skill requirements, and societal structures. This broader context is increasingly relevant for ethical and sustainable business practices.
• Adaptive Resilience and Strategic Foresight for SMBs ● For SMBs, navigating disruption is not just about reacting but about proactively building resilience and anticipating future shifts. Strategic foresight becomes a core competency.

Advanced Industry Disruption is a complex, transformative force that reshapes industries, demanding SMBs adopt expert-level strategic foresight and adaptive resilience to thrive amidst upheaval.

Deconstructing the Advanced Meaning ● Diverse Perspectives and Cross-Sectoral Influences

To fully grasp the advanced meaning of industry disruption, it’s essential to consider diverse perspectives and cross-sectoral influences. This involves moving beyond a purely technological or economic lens and incorporating sociological, ethical, and global dimensions. Let’s examine some key perspectives:

1. Schumpeterian Creative Destruction and Neo-Schumpeterian Perspectives

Joseph Schumpeter’s concept of Creative Destruction is foundational to understanding industry disruption. It posits that capitalism progresses through cycles of innovation where new industries and business models emerge, rendering old ones obsolete. This process, while disruptive, is seen as essential for long-term economic growth and societal progress. Neo-Schumpeterian perspectives expand on this, emphasizing the role of technological paradigms, innovation systems, and institutional frameworks in shaping disruptive trajectories.

For SMBs, understanding creative destruction means recognizing that disruption is not just about threats but also about the constant cycle of renewal and opportunity creation. This perspective encourages a proactive approach to innovation and adaptation, viewing disruption as an inherent part of the market dynamic rather than an anomaly.

2. Christensen’s Theory of Disruptive Innovation and Its Critiques

Clayton Christensen’s theory of Disruptive Innovation, particularly relevant to SMBs, distinguishes between sustaining innovations (incremental improvements) and disruptive innovations (radically new offerings that initially appeal to niche or underserved markets). Disruptive innovations often start by underperforming on traditional metrics compared to incumbents but offer different value propositions, often at lower prices or with greater convenience. Incumbents, focused on their existing customer base and profit margins, often overlook or dismiss these initial disruptions, only to be overtaken as the disruptive innovation Meaning ● Disruptive Innovation: Redefining markets by targeting overlooked needs with simpler, affordable solutions, challenging industry leaders and fostering SMB growth. improves and moves into the mainstream market. However, Christensen’s theory has faced critiques, particularly regarding its applicability across different industries and the predictability of disruptive paths.

Some argue that it oversimplifies the complexity of market dynamics and innovation processes. For SMBs, while Christensen’s framework provides valuable insights into how disruptive innovations emerge and challenge incumbents, it’s crucial to apply it critically, recognizing its limitations and considering industry-specific nuances. The key takeaway for SMBs is to be vigilant about emerging business models and technologies that might initially seem inferior but have the potential to disrupt established markets by catering to unmet needs or creating new value propositions.

3. Sociological and Ethical Dimensions of Industry Disruption

Industry disruption is not just an economic phenomenon; it has profound sociological and ethical implications. Automation, for instance, while driving efficiency and productivity, can lead to job displacement Meaning ● Strategic workforce recalibration in SMBs due to tech, markets, for growth & agility. and exacerbate social inequalities. The rise of platform economies, while offering convenience and new opportunities, also raises concerns about worker rights, data privacy, and market concentration. SMBs, often deeply embedded in their local communities, have a unique opportunity to address these ethical concerns more directly than large corporations.

Adopting responsible automation Meaning ● Responsible Automation for SMBs means ethically deploying tech to boost growth, considering stakeholder impact and long-term values. practices, prioritizing fair labor standards, and ensuring data privacy can be not only ethically sound but also a source of competitive advantage, appealing to increasingly socially conscious consumers. This perspective challenges SMBs to think beyond pure profit maximization and consider their broader societal impact, embracing Corporate Social Responsibility (CSR) as an integral part of their business strategy in the face of disruption.

4. Global and Cross-Cultural Perspectives on Disruption

Industry disruption manifests differently across various global markets and cultures. What is considered disruptive in one region might be less impactful or even irrelevant in another due to varying levels of technological adoption, regulatory frameworks, cultural norms, and economic development. For SMBs operating in or expanding to international markets, understanding these cross-cultural nuances is crucial. A business model that is highly disruptive in a developed economy might need significant adaptation to succeed in an emerging market.

Conversely, innovations originating in emerging markets can also disrupt established industries in developed economies. This global perspective underscores the need for SMBs to adopt a flexible and culturally sensitive approach to innovation and market entry, recognizing that disruption is not a uniform global phenomenon but a context-dependent process.

Focusing on a Specific Aspect of Advanced Disruption ● The Double-Edged Sword of Automation for SMBs

Given the multifaceted nature of industry disruption, focusing on a specific aspect allows for a deeper and more actionable analysis. For SMBs, Automation stands out as a particularly relevant and complex area of disruption. Automation, driven by advancements in AI, robotics, and software, presents a double-edged sword for SMBs:

The Promise of Automation ● Efficiency, Scalability, and Competitive Advantage

On one hand, automation offers significant benefits for SMBs:

• Increased Efficiency and Productivity ● Automating repetitive tasks, streamlining workflows, and optimizing processes can drastically improve efficiency and productivity, allowing SMBs to do more with less.
• Reduced Operational Costs ● Automation can reduce labor costs, minimize errors, and optimize resource utilization, leading to significant cost savings, especially crucial for SMBs with limited budgets.
• Enhanced Scalability ● Automated systems can handle increased workloads without proportionally increasing labor costs, enabling SMBs to scale operations more effectively and respond to growing demand.
• Improved Customer Experience ● Automation can enhance customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. through faster response times, personalized interactions, and 24/7 availability, leading to increased customer satisfaction and loyalty.
• Data-Driven Insights and Decision Making ● Automation often generates vast amounts of data that can be analyzed to gain valuable insights into customer behavior, market trends, and operational performance, enabling more informed and strategic decision-making.

For example, a small e-commerce business can automate order processing, inventory management, and customer service inquiries using readily available software tools, allowing it to compete more effectively with larger online retailers. Similarly, a local accounting firm can automate data entry, tax preparation, and reporting, freeing up accountants to focus on higher-value advisory services.

The Perils of Automation ● Job Displacement, Ethical Concerns, and Implementation Challenges

However, automation also poses significant challenges and risks for SMBs:

• Job Displacement and Workforce Restructuring ● Automation inevitably leads to the displacement of certain jobs, particularly those involving routine and repetitive tasks. For SMBs, this can create difficult decisions about workforce restructuring and employee retraining. The social and ethical implications of job displacement need careful consideration.
• Implementation Costs and Complexity ● Implementing automation technologies can be expensive and complex, requiring upfront investments in software, hardware, and training. SMBs with limited resources might struggle to afford or effectively implement advanced automation solutions.
• Data Security and Privacy Risks ● Increased automation often involves collecting and processing large amounts of data, raising concerns about data security Meaning ● Data Security, in the context of SMB growth, automation, and implementation, represents the policies, practices, and technologies deployed to safeguard digital assets from unauthorized access, use, disclosure, disruption, modification, or destruction. and privacy. SMBs need to invest in robust cybersecurity measures and comply with data protection regulations like GDPR.
• Lack of Human Touch and Personalization ● Over-reliance on automation can lead to a lack of human touch and personalization in customer interactions, potentially alienating customers who value personal relationships and human connection, especially in service-oriented SMBs.
• Ethical Dilemmas and Algorithmic Bias ● AI-driven automation can perpetuate or even amplify existing biases in data, leading to unfair or discriminatory outcomes. SMBs need to be aware of these ethical dilemmas and ensure that their automation systems are fair, transparent, and unbiased.

For instance, a small manufacturing business automating its production line might face resistance from employees concerned about job security and require significant investment in retraining programs. A local restaurant implementing automated ordering systems might risk losing the personal touch that customers value in their dining experience.

In-Depth Business Analysis ● Navigating the Automation Paradox for SMB Growth

To navigate the automation paradox Meaning ● Automation, intended to simplify, can paradoxically increase complexity for SMBs if not strategically implemented with human oversight. effectively, SMBs need to adopt a strategic and nuanced approach that balances the benefits of automation with its potential risks. This requires in-depth business analysis and careful implementation strategies:

1. Strategic Assessment of Automation Opportunities:

SMBs should conduct a thorough assessment of their operations to identify specific areas where automation can deliver the greatest value. This involves:

• Process Mapping and Analysis ● Mapping out key business processes to identify bottlenecks, inefficiencies, and repetitive tasks that are suitable for automation.
• Cost-Benefit Analysis ● Evaluating the potential costs and benefits of automation for each identified area, considering both direct and indirect impacts, including labor savings, efficiency gains, implementation costs, and potential risks.
• Prioritization and Phased Implementation ● Prioritizing automation initiatives based on their potential ROI, feasibility, and alignment with overall business goals. Adopting a phased implementation approach, starting with pilot projects and gradually scaling up, can mitigate risks and allow for iterative learning and adaptation.

For example, a small retail business might start by automating its online order fulfillment process before considering automating in-store operations.

2. Human-Centric Automation Implementation:

To mitigate the negative impacts of job displacement and maintain the human touch, SMBs should adopt a human-centric approach to automation implementation:

• Employee Involvement and Communication ● Involving employees in the automation planning and implementation process, communicating transparently about the rationale and potential impacts of automation, and addressing employee concerns proactively.
• Retraining and Upskilling Programs ● Investing in retraining and upskilling programs to equip employees with the skills needed for new roles and responsibilities in an automated environment. This can transform displaced employees into valuable assets in new areas of the business.
• Focus on Augmentation, Not Just Replacement ● Exploring automation solutions that augment human capabilities rather than simply replacing human workers. This could involve using AI tools to assist employees in decision-making, enhance their productivity, or free them up from mundane tasks to focus on more creative and strategic activities.

A local accounting firm, for instance, could implement AI-powered tax software to automate routine tax preparation tasks, while retraining accountants to become financial advisors providing personalized consulting services to clients.

3. Ethical and Responsible Automation Practices:

SMBs should adopt ethical and responsible automation practices Meaning ● Responsible Automation Practices, within the scope of SMB growth, center on the ethical and efficient deployment of automated systems. to address ethical concerns and build trust with customers and employees:

• Data Privacy and Security Measures ● Implementing robust data security measures to protect customer and business data, complying with data privacy regulations, and being transparent about data collection and usage practices.
• Algorithmic Fairness and Transparency ● Ensuring that AI algorithms used in automation systems are fair, transparent, and unbiased. This might involve auditing algorithms for bias, using diverse datasets for training, and providing explanations for AI-driven decisions.
• Social Impact Assessment and Community Engagement ● Conducting social impact assessments to understand the broader societal implications of automation, engaging with local communities to address potential concerns, and contributing to initiatives that promote workforce development and social equity in the face of automation.

A small healthcare clinic implementing AI-powered diagnostic tools, for example, should prioritize patient data privacy, ensure algorithmic fairness in diagnosis, and engage with the community to address concerns about the role of AI in healthcare.

4. Continuous Monitoring and Adaptation:

The landscape of automation technologies and their impacts is constantly evolving. SMBs need to establish systems for continuous monitoring and adaptation:

• Performance Measurement and ROI Tracking ● Continuously monitoring the performance of automation systems, tracking ROI, and identifying areas for improvement and optimization.
• Technology Scanning and Innovation Monitoring ● Staying abreast of new automation technologies and trends, monitoring competitor activities, and identifying emerging opportunities and threats.
• Agile and Iterative Implementation ● Adopting an agile and iterative approach to automation implementation, allowing for flexibility, experimentation, and continuous improvement based on feedback and evolving business needs.

A small logistics company automating its delivery routes, for instance, should continuously monitor delivery times, fuel efficiency, and customer satisfaction, adapting its automation strategies based on real-time data and feedback.

Long-Term Business Consequences and Success Insights for SMBs

For SMBs, navigating the advanced landscape of industry disruption, particularly the automation paradox, requires a long-term strategic perspective. The long-term business consequences of effectively leveraging automation and adapting to disruption are profound:

• Sustainable Competitive Advantage ● SMBs that strategically and ethically implement automation can build sustainable competitive advantages through increased efficiency, innovation, and customer experience, allowing them to outperform competitors in the long run.
• Enhanced Resilience and Adaptability ● By embracing automation and building agile organizational structures, SMBs become more resilient to future disruptions and better equipped to adapt to evolving market conditions, ensuring long-term survival and growth.
• New Growth Opportunities and Market Expansion ● Automation can unlock new growth opportunities by enabling SMBs to expand into new markets, offer new products and services, and reach new customer segments, driving long-term revenue growth and profitability.
• Stronger Brand Reputation and Customer Loyalty ● SMBs that prioritize ethical and responsible automation practices, demonstrate social responsibility, and maintain a human-centric approach can build stronger brand reputations and foster greater customer loyalty in an increasingly conscious marketplace.
• Attracting and Retaining Top Talent ● SMBs that embrace innovation, offer opportunities for employee upskilling, and create a future-oriented work environment are more likely to attract and retain top talent, a critical asset for long-term success in a disrupted world.

In conclusion, for SMBs to thrive amidst advanced industry disruption, particularly in the age of automation, a shift from reactive adaptation to proactive strategic foresight is essential. This involves embracing a nuanced understanding of disruption, focusing on strategic automation implementation, prioritizing ethical and human-centric approaches, and cultivating organizational agility and resilience. By navigating the automation paradox effectively and embracing disruption as a catalyst for innovation, SMBs can not only survive but also achieve sustainable growth and long-term success in the evolving business landscape.

Strategic and ethical automation implementation, coupled with proactive adaptation, empowers SMBs to not just survive but thrive, gaining sustainable competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. amidst advanced industry disruption.