When you talk about disruptive you don’t have to look any further than Dollar Shave Club.

Gillette and Schick owned the razor market. You went to the store and you bought their blades when you were running low or ran out. Then along comes Dollar Shave Club. You can order your razor online and it is $1 a month. You don’t have to think about it, you don’t have to run out and get it, they just show up in your mailbox once a month. You have an auto pay so you don’t even have to deal with money and they guarantee their blades or your money back. It worked. They have been very successful. Another way to look at their success, Gillette has a shave club, Harry’s have a shave club and finally, Unilever bought Dollar Shave Club.