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1. What disruptive forces threaten our business?
Every business faces external forces that are disruptive or threatening to success or, even, viability. These could be changes in consumer preferences, supply of new employees, or distribution channels. For instance, the rise in online commerce gave way to more economical modes of marketing to and interacting with consumers. Businesses that stand between buyers and sellers can now find themselves edged out by those that engage customers directly. The music labels often focused on the piracy that Napster and file sharing fostered, but overlooked the way those offerings altered music listening. Apple, meanwhile, exploited the opportunity with the iPod and iTunes Store.