The secret of disruptive innovations and business models isn’t that they disrupt ‘the industry’, it’s that they disrupt people. They change how people feel about something enough to change how they behave. It’s entirely possible to look into the future and think about how your customer might be changed tomorrow as a result of what you do today. While ‘the industry’ works on the assumption that the larvae of today will just be bigger caterpillars tomorrow, the disruptor imagines butterflies.