Many companies make “disruption” their goal. They believe if they just develop the right innovation, they will disrupt their markets forever and drive the kind of growth worthy of a magazine cover story. But that’s not how disruption works. Disruption doesn’t create growth; growth creates disruption. While growth is always hard, disruptive growth is exponentially harder. It requires companies to make tough decisions in the face of daunting uncertainties: Should we bet our company’s future on the next-generation customer or today’s reliable one? Should we abandon our current business model for an entirely new one? Disruption demands bold leadership and, often, massive cultural transformation. To be on the right side of that disruption requires having a growth strategy that aligns the entire organization around the future customer experience, as well as the leadership and culture to execute that strategy.