To "make disruptive" refers to the act of breaking the traditional ways of doing things and introducing new, innovative ideas or products that challenge the status quo. It is about fundamentally changing the way things are done in a particular industry or field. Making disruptive can have a significant impact on society, as it often leads to the creation of new markets, the emergence of new players within existing markets, and the reshaping of entire industries. Companies that succeed in making disruptive often achieve significant growth and success, while those who fail to do so may become irrelevant or even disappear.