As the name already advocates, the goal is to disrupt an existing market and its value chain. Do it right and you’ll eventually displace front-line firms, products, and alliances. The market’s already established, so you enjoy the second mover advantage. Building blocks for a new approach are there for the takes. By analyzing the current situation you can use the information to redesign conventional business models. Divergence in the technology used, price, channels etc. can be enough to obtain market segments that are currently underserved.