Once there was Napster. It served music lovers at a time when the music industry was distributing music in batches. The music industry was selling different types of physical disks containing more than one song. Napster disrupted this system by creating the ability to download music and, if desired, single songs.

The music industry of the time decided to answer this emergence of a new way to own music, by trying to control Napster or their clones.

They reacted by trying to establish order.

Being focused on establishing order they overlooked the essential detail: The need to get single songs. Once that possibility had emerged, individuals transformed the desire for such a possibility into a need, and within 18 months, the service attracted 26 million users.

Someone had sensed the need, established a platform, and transformed the music industry in a way that made it impossible to go back to the previous state. Whatever effort the music industry undertook, they couldn’t reinstall the previous order.

Order only started to serve them again, once they had redesigned their business models and could go back to a business mode allowing them to think about scaling and becoming efficient again.