Perhaps, the truly disruptive companies don't even start out necessarily knowing they are going to be disruptive but instead just grow into it. By the author's

Perhaps, the truly disruptive companies don't even start out necessarily knowing they are going to be disruptive but instead just grow into it. By the author's observation of the word change from "paradigm shift" to "disruptive," this makes sense, for the great scientists (technologies and other ideas included) didn't necessarily know they were "disrupting" when they discovered (or invent) something.