Christian Sandström, in relation to disruptive technology, shares facts on the downfall of a well-established Swedish photographic equipment and supplies company, Hasselblad, from its disregard in accepting the future of technological change to its slow adjustment of operations. In addition, he comments on the case of an also prominent Swedish manufacturer of mechanical calculators, FACIT, that went out of business overnight. Both companies, in spite of having information about the emerging markets, failed to act upon that knowledge and consequently, where displaced by digital technology.