Everything you do should be disrupting everything you've previously done.
If I take my family to the Norfolk broads on a boating holiday, when next year comes around they're want to do something else - better. Wiith more sun and a beach.
Maybe sailing, adding some water sports, a spot of diving or learning to surf. It's the nature of the human condition that we want more next time. We expect it. We thrive when we get it.
And so it is with your customers - they will always want more and better. And cheaper & faster.
Which means a simple iteration on your part won't do the trick.
So if you're managing a successful product range or service, put yourself on notice that your success is being recognised by those greedy, 6-eyed, blood-sucking bastard competitors who are planning to ruin your business by doing something demonstrably better.
Which means you've got to get there first. And the question you might ask is, "what kind of disruption can I create that will propel my business forward and wreak havoc on my competitors?"
Or put another way,
What can I do that's so bloody awesome that it kills my existing business and all the businesses that are competing with me?
Do this while your business is benefiting from your new launch, not when sales are on the slide again. Kill your successful business, not your failing business.
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