Every start-up claims to be disruptive, but the claim often falls apart under scrutiny. Disruption can occur in two forms: new market disruption, where a product offers something new and improves customer experience, or low end disruption, where a product steals cheaper customers from an existing market by offering lower quality products at competitive prices. However, disruption can happen quickly, with some companies experiencing rapid adoption and failure within months. Low price alone is not enough to be considered disruptive, as technological or business model advantages are needed to scale upmarket. Not all successful businesses are disruptive ones, and it's essential to consider what type of disruption a product offers and the speed at which it happens.