If it's not big-bang like described here, it's not really disruption IMO. There's a difference between evolution and revolution.

One is taking little steps that the incumbent can see as they come, and thus the game is a balance between nimble/fast and resourceful/slow. A gap-spotting game: who fills each niche in the industry first?

The other is as he alludes to: collateral damage from a wrecking ball. Someone invents a pocket sized device that has GPS and can download maps. Not because they were trying to do that, it just happened. Now nobody ever needs a GPS device anymore. Or a paper map.