In mature industries there are potential consumers in the lower part of the market who require the product or service, but not as sophisticated as those offered by leading brands; there are also customers who do not consume it either because the current offer does not address those attributes in which they find value. Disruption occurs when an entrepreneur, supported by some technology, new or not, generates a business model that allows these customers to be profitably served or to encourage the consumption of those who were previously not considered potential buyers. With this, this model begins to prosper gradually until it is in a position to challenge the traditionally dominant companies in the market. This usually happens outside the radar of the leading companies that are concen- trated in the present segments of greater value and for which, even if they wanted to react and address this disruption, it would imply going against their own DNA: their culture, their vocation, their resources, the skills of its people, its processes, its profitability formula. What can a leading company, such as large financial entities, do to identify and act in the face of the disruptions generated by technology? The first thing is to be willing to open your innovation model. It is increasingly difficult to innovate only with ideas that are generated within the company, there is so much happening outside! Henry Chesbrough (2003), a professor at Haas Business School at UC Berkeley, defined “open innovation” as the paradigm that assumes that companies can and will use both external and internal ideas to accelerate their innovation. When Chesbrough wrote about open innovation, the collaboration between the com- pany and the academy was talked about, in view of successful models such as the Stanford Research Institute - now SRI International - which develops technology and produces business applications based on academic research. For example, Siri, the famous virtual assistant on Apple devices, emerged from a spin-off of SRI from research in Artificial Intelligence (AI) that Apple ended up buying to incorporate it into its products. A TWO-WAY PATH 47