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“Leaders get killed from below.”

— Clay Christensen

In The Innovator’s Dilemma, Clay Christensen introduced the concept of disruptive innovation — when a product that initially looks like a cheap knockoff ends up rewriting the rules of an entire industry.

These products typically get their start in either low-end or entirely new markets that incumbents have ignored because they were either not profitable enough to serve or didn’t seem strategically important.

But that turns out to be a good starting point: “A disruptive technology is initially embraced by the…

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