But perhaps the biggest challenge to incumbents is that big-bang innovations come out of the left field, combining existing technologies that don’t even seem related to your offerings to achieve a dramatically better value proposition. Big-bang disruptors may not even see you as competition. They don’t share your approach to solving customer needs.
Usually, they’re just tossing something shiny in the direction of your customers, hoping to attract them to a business that’s completely distinct from yours.
