This panel will describe the diverse ways in which information technology (IT) firms organize for and manage disruptive technologies to enhance company market value. The panel will include two practitioners offering very different perspectives and strategies on how their respective IT firms create value using disruptive technologies. First, Aaron French (founder of Sociabile, a social networking site startup) and Ben Pace (Chief Financial Officer of C-Spire) describe their firm's strategies for digital disruption. Next, Kai Larsen will offer his perspective on how he anticipates that a specific emerging disruptive technology (automated machine learning) may be exploited to create value for IT firms. Finally, Stacie Petter (Baylor University) will talk about the complexities academics face developing frameworks and other artifacts of common understanding in a sector with so much strategic heterogeneity.