How would you disrupt yourself?

A couple of weeks ago Peter H. Diamandis presented a new XPRIZE called ANA Avatar. A four-year competition with a $10 million prize for the team that creates the best avatar. Yeap… Like the movie.
If you’re not familiar with XPRIZE, it’s a “nonprofit organization that designs and manages public competitions intended to encourage technological development that could benefit humanity”.
This project is about expediting the process of how will travel in the future, but virtually. It’s about having an avatar which you can control, giving you the ability to see, hear, touch and interact. It’s sound bold. But you know who’s bolder? The sponsor of this competition: ANA, a Japanese airline that wants to disrupt themselves.
Somebody at that company asked: What threatens this business? How will it be disrupted? And the most important: Can we disrupt ourselves?
It takes balls of steel to even think about how you would disrupt your own company. But if you don’t do it, somebody else will.