Disruption in the context of radical change due to the introduction of a new idea driving a different way of doing things is a revolutionary change as opposed to an evolutionary change. For example: Dick Fosbury was a high jump athlete, who went over the bar backwards as opposed to the forwards style practiced up to that time. As a result, he broke records and permanently changed the world-wide approach to high jump. Other examples are the Google search engine, Sony Walkman, the Apple iPod, Apple Mac, Apple iPhone, etc. Businesses thrive on Disruptive innovation, because it gives them a competitive advantage in their market, which in turn assures greater margins and the opportunity to increase profits. This speaks to the importance of entrepreneurship and innovation in business: “When you realise you have to change its too late”.[citation needed]In the context of Business continuity management, Disruption is an event which causes an "unplanned, negative deviation from the expected delivery ... according to the organization’s objectives". The objectives of information security include avoidance of disruption in this context.