A compelling example is the compression of cycle time in the apparel buyer chain (see Figure 12.1) in the 1970, getting a garment form factory to customer took approximately nine months six to design the collection and another three to make and ship it. Now, it takers the typical company from six months down to six weeks to run this cycle. For a firm named Zara, it take between two to four weeks. By rejecting conventional standards, Zara implemented disruptive innovations that reset the relationship among industry structure, company strategy, and value creation. In the process, it became the world’s leading apparel company and its founder, Amancio Ortega, one of the world’s wealthiest people.