The Disruptive Technology (DT) literature is predominantly linear in nature which is challenged in this research. By shifting the focus from a resource view to an Organization Development (OD) approach, the qualitative case study is aimed at shifting the paradigm. Data was collected from founders and owners of small to medium-sized DT businesses through semi-structured interviews and observations. Three key themes were found to demonstrate the Normative Re-educative OD (NROD) aspects essential for successful DT outcomes, which are reported here: keeping small and nimble, creating a positive purpose, and focusing on a single problem. These findings reflect the soft systems thinking found in NROD. As a result, the value-adding of NROD for the creation of DT in small to medium-sized enterprises (SMEs) is found to be dynamic and key to supporting the DT process.