The DYB is an approach to strategic planning that was implemented by leadership guru Jack Welch at General Electric (Pearlson, K. & Saunders, C. , 2013, pg. 31). The destroy-your-business exercise that forced every company business unit to benchmark competitors, develop a web-based business plan to erode its own customer base, and then change its own business operations to respond to the threat (https://www.crn.com/news/channel-programs/18834891/jack-welch-chairman-and-ceo-general-electric.htm). DYB was an approach that placed GE employees in the same shoes as their competitors. The goal of the DYB planning approach was the disruption of current practices, so the company could take actions to protect the business before competitors focused in on it weaknesses.