An agent is going to do your customer’s job. And then steal your revenue.
Get on the right side of AI disruption. Create a disruption team to launch an agentic product to disrupt yourself before your competitors do. thrvAI builds a new agentic intelligence product with your disruption team that gets your customer’s job done faster and more accurately.
thrvAI builds an agent for every step of the customer’s job, starting with the needs competitors miss.
- Plan2 unmet needs
- Execute1 unmet need
- Assess3 unmet needs
- Revise1 unmet need
- ConcludeAll needs met
Companies that survive disruption build new products with autonomous disruption teams that build new and independent businesses around the disruptive technology.
Clay Christensen
An agentic product is a different business.
It needs a
different team.
New product, new platform, new pricing.
Your legacy software organizes the inputs to your customer's job-to-be-done, but your customer still has to execute their job manually. An agent gets the job done for your customer. Selling and pricing an agentic product is based on the economic value created for your customers instead of features and seats. With your team and thrvAI, we ship agentic intelligence product improvements daily against evals. Quarterly feature releases become a relic.
Your existing product still has to get better.
Your legacy product's revenue funds your business. The moment your legacy team focuses on your new agentic product, the roadmap features your current customers are waiting on stop shipping, your churn climbs, and your growth declines. If you divert your legacy team, you lose the fuel for your new agentic product before it can run. This is why disruption teams are a product innovation best practice with a proven track record of success.
No matter who you are, you’re a venture investor now.
All software equity value created today is with new agentic intelligence products that get the customer's job done faster and more accurately than legacy products. But most new products fail. This is why you now need multiple shots on goal like a venture investor. Your company's revenue is your venture fund, and to succeed you need to invest it wisely in a risk-mitigated AI disruption team.
Disruption teams have launched some of the most successful products in history.
Apple iPhone2004 to 2007
Steve Jobs pulled a small team out of the iPod and Mac groups and moved them into a locked floor at 2 Infinite Loop, badge-restricted, windows papered over, with a sign reading “Fight Club” on the door. Members could not tell spouses or colleagues what they were working on. Two internal teams competed for the design: Tony Fadell’s group scaling up the iPod OS, and Scott Forstall’s group shrinking OS X. Forstall’s won. The isolation let Apple abandon the existing product’s interaction model instead of extending it, which is what a normal roadmap process would have forced.
Google Gmail2001 to 2004
Paul Buchheit started in August 2001 with an official charge to build an email product, and had a working prototype in a day by reusing search code from Google Groups. The project ran nearly three years with a team that reached about a dozen people at launch. Skeptical colleagues attacked it on technical and philosophical grounds, and the heavy use of JavaScript was widely considered a mistake, since browsers of the period might not survive it. Launch was never guaranteed. By early 2004 almost everyone at Google was using it for internal mail. It launched publicly on April 1, 2004, with a gigabyte of storage, hundreds of times what Hotmail and Yahoo offered.
Google Chrome2006 to 2008
Eric Schmidt opposed building an independent browser for six years, on the grounds that Google was a small company and he did not want a browser war. Larry Page and Sergey Brin hired several Mozilla Firefox developers and had them build a demonstration, after which Schmidt changed his position. Ben Goodger and Darin Fisher led the effort from 2006, and the team concluded that only a ground-up redesign would work. Isolating each tab in its own sandboxed process was the central idea, a departure from the single-process model every existing browser used. The first beta shipped on September 2, 2008. As of March 2026, StatCounter puts Chrome’s desktop share at just over 75%.
Amazon Kindle2004 to 2007
Jeff Bezos set up a separate subsidiary in Silicon Valley under Gregg Zehr, formerly of Palm, with its own hiring, its own name, and no obligation to look like Amazon. Amazon was a retailer with no hardware competence and every internal incentive to protect print margins. A wholly separate entity was the only way to build a device whose explicit purpose was to cannibalize the company’s largest category. The first units sold out in five and a half hours.
Sony PlayStation1992 to 1994
Ken Kutaragi’s sound chip work for Nintendo’s SNES was done semi-covertly, and Sony’s consumer electronics leadership wanted the whole games effort killed after Nintendo publicly walked away from the joint CD-ROM deal at CES in 1991. Norio Ohga’s solution was to move Kutaragi and his engineers out of the electronics division entirely and into Sony Music Entertainment Japan, a separate company with its own P&L, no hardware orthodoxy, and existing competence in manufacturing and distributing CDs to retail. That relocation became Sony Computer Entertainment in 1993.
Microsoft Internet Explorer1994 to 1995
Ben Slivka created the browser project inside the Windows 95 team in early October 1994 and staffed it with six people. Thomas Reardon licensed the Mosaic codebase from Spyglass in December, and the team mapped out an eight-week development plan in January. Microsoft’s official internet strategy at the time was MSN, a proprietary online service in the mould of CompuServe, and Slivka and J. Allard had spent the year arguing internally that the company should ride the open web instead of competing with it. Internet Explorer 1.0 shipped in August 1995 as part of the Internet Jumpstart Kit in Microsoft Plus.
Tencent WeChat2010 to 2011
Allen Zhang formed a team of ten in Guangzhou, an hour and a half by road from Tencent’s head office, and ran it in direct competition with another internal team building a mobile messaging app. Pony Ma allowed the two units to race each other. The new product competed head-on with Mobile QQ, then the cornerstone of Tencent’s social and gaming business, and a free messaging service also threatened the carriers’ SMS revenue. Seven engineers built the first version in about three months. It launched on January 21, 2011, and crossed 100 million users 433 days later. Instagram took 26 months to reach the same mark, Facebook took 52 months.
IBM Personal Computer1980 to 1981
Don Estridge got twelve engineers in Boca Raton, roughly 1,200 miles from Armonk, with authority to bypass IBM’s normal development and procurement rules. That exemption is what produced the decisions IBM is remembered for: off-the-shelf Intel processor, licensed DOS from Microsoft, published bus specification, retail distribution through ComputerLand and Sears. The machine shipped about a year after kickoff, against IBM’s typical four to five year cycle, and defined the industry standard.
The process
How thrvDisrupt Works
Step 01
We identify the market opportunity and build v1 for you
We identify your customer’s Job-to-be-Done, identify the target customer segment, and build the first working version of your new agentic product. We do all of this with thrvAI in order to mitigate your risk before you commit anything to your disruption team.
Step 02
You stand up your disruption team
To start, you provide one engineer, one product manager, and one domain expert as full-time employees on the disruption team working with us using our thrvAI platform to rapidly build the new product with our JTBD experts.
Step 03
We validate the customer value and product-market fit
Together, our JTBD experts and your disruption team conduct customer interviews that thrvAI uses to identify and build the agentic product improvements, validate the customer value proposition, and confirm the product-market fit.
Step 04
We go to market and scale to create equity value
Once the first customers have validated the product-market fit, you add a go-to-market team to the disruption team, scale the product with thrvAI , and accelerate the growth of your new agentic business to create equity value for your company.
Apple used a disruption team to launch the iPhone for a very good reason: it works.
The iPhone was the most dramatic example of disruption team in history. It was built in near-total secrecy, even from Apple employees. Even Apple's board had limited visibility until close to launch. The result was a new product that created trillions of dollars of equity value.
Our platform
thrvAI
Our thrvAI platform helps you creates equity value for your company through new product innovation. thrvAI is a set of proprietary equity value creation agents that put your customer’s Job-to-be-Done at the center of every decision. thrvAI runs continuously rather than only at planning time, and it tracks, analyzes, and optimizes the critical job metrics for your customers and the critical equity value creation metrics for your company.
Our proprietary equity value intelligence agents in thrvAI continuously analyze your product roadmap and go-to-market strategy, while calculating the projected equity value creation and determining what you should optimize across product, marketing, and sales.
Our thrvAI agents identify your customer's unmet needs and your competitors' weaknesses from the customer’s job, and our agents help you define the optimal product strategy that will accelerate your growth, generate multiple expansion, and create equity value.
Our thrvAI agents build your new disruption product and continuously make improvements that are more likely to satisfy your customers' needs better than competitors and generate ROI from customer assessments of how much faster and more accurately each agentic innovation gets your customers' job done.
Our thrvAI go-to-market agents generate marketing stories and detailed, personalized sales scripts from your customer’s struggle to get their job done, turning your selling into helping customers buy.
Be your company's disruption champion.
Try thrv for free and become your company's disruption champion. Every disruption team starts with a champion who can envision a new product that becomes a new business driving growth by getting the customers job done better for customers. We will show you how and why that champion should be you.
Your disruption team is a new business
Running an Agentic Business
Your legacy business today
- Roadmap commitments and sprint planning
- Feature specs and acceptance criteria
- QA against expected behavior
- Release train and architecture review
- Seat-based pricing and renewal management
- Story points and feature delivery
- Support tickets as the feedback loop
An agentic business
- thrvAI builds agents based on each customer job step category — Plan, Execute, Assess, Revise, Conclude — with an orchestrator holding the job state
- A harness per job step: context assembly, tool access, enforced output contracts, explicit failure and escalation behavior
- An eval suite and process to continuously improve AI accuracy using your disruption team’s domain expertise
- Trace and span error analysis: failed runs read and labeled, a maintained failure taxonomy, first-failing-span distribution
- An MCP tool surface so the product works on other vendors’ systems of record, not only yours
- Proprietary open weight models trained per job step on your own executions and expert preferences
- Outcome or consumption pricing, with cost per job execution managed as a gross margin line
Tell us your customer. We’ll show
you your agentic market opportunity.
Take a free trial and you will see a full Jobs-to-be-Done analysis of your market generated by thrvAI. You will see your customer's unmet needs, your competitors' weaknesses, and an agentic product strategy to win in your market.