Markets That Dont Exist Cant Be Analyzed

An organization's capabilities become its disabilities when disruption is afoot.

Disruptive technologies typically emerge in insignificant markets that industry leaders don't care about.

Companies stumble for many reasons, of course, but one of the most common is that the very management practices that have allowed them to become industry leaders also make it extremely difficult for them to develop the disruptive technologies that ultimately steal away their markets.