During RVX: The RV Experience, the RV Industry Association (RVIA) welcomed a panel of talented and experienced businessmen and women, including Emmy Award-winning TV personality and technology expert Katie Linendoll, co-founder of Waze Uri Levine, and former Beats by Dre CMO and VP of Marketing at Apple Omar Johnson, as they participated in a lively discussion on disruption, referencing their own personal journeys.

As reported by RVIA News & Insights, disruption in all industries will happen at some point. What’s worth noting, the experts agree that it will always be good for the industry at large.

Levine noted, “A group of friends and I used to take drives up the country. This was in the early 2000’s during the times of Mapquest and GPS. Invariably, someone in the group would leave earlier and we’d call each other to find out about the time it took to arrive, traffic, etc. Reflecting back on those conversations lead to a light-bulb moment – who doesn’t want someone else 30 seconds ahead in life to tell them what’s coming?”

He went to work on creating a solution to a simple problem — connecting drivers who wanted to share information. Since that launch, Waze has grown into a billion-dollar company.

Most true disruptors don’t set out with the goal in mind of creating disruption. Like any other business owner, they’re trying to solve a problem, and in doing so, they can change an entire industry.

Johnson related, “Existing markets struggle to see disruption in the market. Change often comes from new-comers who don’t have anything to lose. I look at all these RVs around me and ask myself not what the threat in the market is, but the opportunity I can pursue.

“So many companies sell the joy of driving, but that’s something I don’t necessarily care about each day. It’s everything else you do aside from driving. That’s what I see when I look at these products. These are amazing, entertainment venues on wheels.”

The panelists concluded by reiterating the enormous opportunity disruption has in any industry. If an entrepreneur is able to listen outside their category, embrace the prospects, and quantify the ideas, the outcomes can be explosive.

“Don’t just sell a product, find that deep emotional need and connect your product to that. That is what will take you far,” said Johnson.

Watch the complete discussion on industry disruption at RVX here.