Too many businesses make the mistake of building an operational model that makes providing a product or service as easy as possible for the provider and not the consumer. That's backward! To create a unique, successful business model that will compete, attract and retain a highly loyal audience (best case business scenario) you must construct your operations to the wants and needs of the audience. You can't force your way of doing business onto your audience. You can try, but most likely fail. Instead, pay maximum attention to your consumer and give them what they want, how they want it. With a consumer forward business model, you now need to find ways to improve or simplify the process to create profitability. With profit, every business will fail. This combo of audience need plus profitability has a real chance to succeed and adapt as needed when your audience or industry changes. That's disruption! It's what Uber did to taxis, Amazon did to big-box retail and AirBnB did to hotels.