Change is the only constant today. All the five competitive forces suggested by Michael Porter are a reality today. The potential entry of new players, competitive pressures of the consumer, global market refinement and product differentiation of existing players, innovative distribution channels, and intense rivalry among competitors are making famous economist, Schumpeter's notions of "Creative Destruction" a reality. In addition, disruptive innovation suggested by Clayton Christensen is taking industries over with ideas opening up new avenues of doing business. Unless we wake up to smell the reality, we will eliminate ourselves.