If your product is being disrupted you can; (1) try to protect it, (2) you can ride it out till it ends, or, (3) you can figure out how to disrupt the disruptor. Or, better yet, (4) never put yourself in this situation and just always be the disruptor.
Lesson learned. Somewhere along the way I thought option 2 was viable. Moving to option 3 now. Really wish I had went with 4 right from the start. YIKES!