<!-- Disruption test · from Chapter 16 of The Product 360 Handbook -->

# Disruption test · [Threat] · [Date]

**Threat:** [competitor, product or category]   **Source of signal:** [where we saw it]

| Question | Yes / No | Evidence |
|---|---|---|
| 1. Is it worse on the measures our customers use to judge us today? | | |
| 2. Is it cheaper or simpler, or does it serve people who don't buy from anyone today? | | |
| 3. Is it improving fast on the measures our mainstream customers care about? | | |
| 4. Is it attached to a business model we'd find unattractive to copy? | | |

## Classification
Sustaining / Low-end disruption / New-market disruption / Counter-positioning / Aggregator (taking the user relationship)

## Which of our customers are exposed first
[Segment, channel or persona]

## Response
- If sustaining: product, sales and pricing response:
- If disruptive: separate offer, unit or business model considered? [yes/no, why]
- Owner:
- Review date: