The urge to disrupt entire industries has been around for decades but the pace of disruption now happens over months, not years. If you’re not equipped for rapid innovation, you’ll be too late when an unlikely or unforeseen competitor transforms your industry and wrecks your company. What do innovators do best? They build their companies around the customer to deliver amazing brand experiences. They innovate from the hard truth that consumers now do business on their terms, not yours, and will easily jump to a competitor if the brand experience provided fails to meet their expectations.