In the context of technology, the term "disruption" refers to significant changes in an industry brought about by new innovations or business models that challenge established norms. This can result from technological advancements, shifts in consumer behavior, or the emergence of new competitors. Disruptive technologies often shorten the lifecycles of existing products/services, forcing traditional companies to adapt rapidly. Such disruptions can lead to improved efficiencies but also pose risks for organizations that fail to innovate and keep pace with changes.