Eventbrite
Don't attack incumbents head-on. Grow in the margins of their business, then surprise them.
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Corleone.
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The best marginal market is the one that's small because it's the future, but no one realizes it yet.
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Tell that to Blackberry. First mover advantage doesn't take you all the way!
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Put otherwise: Remind yourself that the current incumbents grew in the margins of the incumbents they unseated
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Partnering with incumbents also works in the periphery
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Agree with this so much!
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Even better: Grow as a parasit of their platform, then surprise them.
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Innovators Dillema
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Innovators SOLUTION (sequel) is even better
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