成功的企业努力服务于为其提供主要利润来源的客户。这可能意味着未被服务到的细分市场打开了，反应更灵活的市场新进入者可以开发这块空白地带，他们常常以更低的价格来提供产品或服务。假以时日，市场新进入者通过吸引走现有企业的部分客户而对后者的整体业务形成威胁。这一过程即是“颠覆”。Louis Rossouw列举商业市场的实例来阐述，保险公司在不久的将来会面临哪些重大颠覆性业务模式的挑战。

A successful business works hard to service the customers that provide its main source of profit. This can mean unserved segments of the market open up – gaps that new and more nimble entrants can exploit, usually with an offer of a cheaper product or service. Over time new entrants can threaten the incumbent’s whole business by luring away its customers. This process is “disruption”. Using examples drawn from the world of commerce, Louis Rossouw considers what significant disruptive business models insurers will face in the near future.