Seminal literature has shown how disruptive technology can be a cause for the demise of established firms and pointed out that new entrants—unencumbered by history—move quickly and disrupt industries, whereas incumbents run out of time because they are pinned down by their past. We examine how history can serve as the basis for temporal work in enduring processes of self-disruption through an in-depth study of how ABB acted as a disruptor in the power transmission systems market by opening a new technology platform enabling cities’ “smart grids”. Findings from this study highlight a process that relies on the incumbent’s past providing alternative uses of history to cope with evolving tensions—which are triggered by external and internal relationships, and synchronizing imaginative sediments and changes in routines. We explicate this process of self-disruption and discuss its implications for research on enduring disruptions by technological change and innovation.