The Four Stages of Disruption

Disruption is a fundamental change to an existing industry or market by technological innovation leading to a path never explored until now.

The four stages of disruption are:

Disruption of the incumbent- A new product, technology, or service may be recognized as different and replace an existing widely used product, technology or service.
Rapid and linear evolution- While focusing on retaining customers that have been acquired, incumbents try to control the situation by commenting on a new product, technology, or service as a vague or very easily achievable set of tasks.
Appealing Convergence- The market begins to recognize the importance and use of new products, technologies and services and begins to switch to them.
Complete reimagination: The disruptor analyses the strengths and weaknesses of products, technologies, and services in existing markets, considers and merges key aspects of products, technologies, and services, and implements them in an attempt to create a completely new upgraded category.

From the outlook of an incumbent:

You need to analyse whether your competitors are disruptive. And have to analyse what they have to offer, is it more than what we offer?

From the outlook of the disruptor:

An important decision to make is when and how to use convergence.

Be prepared for new disruptors to come in and seize the market.