Clayton Christensen's 1997 blueprint on how small startups dethrone massive tech giants.

Part—3

View previous episode in PART 2

Disrupters reach

By then,

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Steal

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[{"selector":"#anim-e38ebeb7-ce29-4fc1-a287-61228dd62800","keyframes":{"opacity":[0,1]},"delay":4000,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3fd6b44e-2cda-4655-a14d-adf2ef467226","keyframes":{"transform":["translate3d(121.25%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":4000,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-102d7965-0ae1-4efc-b9af-5a30c0549afc","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dea32179-370e-42a9-a7cd-e6c924d302e6","keyframes":{"opacity":[0,1]},"delay":3950,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-895fc1f5-e75b-4699-832d-44fef3fda829","keyframes":{"transform":["translate3d(1183.33391%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":3950,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-88aea543-2c6c-4e4d-9200-2dea2cd00331","keyframes":{"opacity":[0,1]},"delay":2000,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5aaacb5c-e769-411d-881e-2d305c17d700","keyframes":{"transform":["translate3d(121.25%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":2000,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d95c7384-049e-40ce-9170-89198766260a","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c3b53535-e111-45fd-94de-ebe950f6b696","keyframes":{"opacity":[0,1]},"delay":1950,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-031ec17b-3021-4685-bfbf-53d32ec500f5","keyframes":{"transform":["translate3d(1183.33391%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1950,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6cf538f9-6eb2-437a-99c2-6e44db1811b6","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4d7a6a2e-33a8-4e18-bd87-7b1bc18a8e36","keyframes":{"opacity":[0,1]},"delay":575,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b40a25c7-81a6-49c7-a0b5-42522b4e0e79","keyframes":{"transform":["translate3d(0px, 466.57772%, 0)","translate3d(0px, 0px, 0)"]},"delay":575,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-42e87f5d-5ac1-4d4e-af62-d9455176a969","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3504bae5-9d2d-414a-988c-39b69b365197","keyframes":{"opacity":[0,1]},"delay":7000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d9ef53f1-ac8d-46b0-bf5e-d1c4d0b71957","keyframes":{"opacity":[0,1]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7616bb63-533d-4356-bb62-0a31a3758fb8","keyframes":{"transform":["translate3d(0px, 477.59869%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d07fc28c-b241-42fd-b8f9-f43d5ece0f2c","keyframes":{"opacity":[0,1]},"delay":725,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f4c2f49c-2536-4734-9b11-2478897ea8c4","keyframes":{"transform":["translate3d(0px, 310.1111%, 0)","translate3d(0px, 0px, 0)"]},"delay":725,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fb9c5ea5-90fb-4bcb-b2bf-288ddb4ed839","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cb10bab4-ee14-4303-a37b-ee338ce98b24","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Too little.

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short span.

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Customers are the problem

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customers.

[{"selector":"#anim-98e9d6cd-dd99-4f42-820c-31d9a8da4663","keyframes":{"opacity":[0,1]},"delay":2075,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-7a8fafd2-9ec4-4780-9e0a-cbb8828bdccc","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":2075,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-ad857128-ffab-42c4-a072-587e4fbc1892","keyframes":{"opacity":[0,1]},"delay":2000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-332aa750-afec-4422-b78e-361492f676c3","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":2000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-b817e210-d333-4e0b-bc7c-1ab083b6013d","keyframes":{"opacity":[0,1]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-a94debfa-e29a-4808-8498-e87ba21ae069","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a059b5b2-b3ab-42ff-98c5-b77508f6de4a","keyframes":{"opacity":[0,1]},"delay":425,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-dc2b0365-ab7e-45da-b140-b498ae1c300f","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":425,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

Deliver what they want.

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Customers want better,

[{"selector":"#anim-7eb93e5d-ef86-4d59-81d1-2507c6ceed91","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0945b744-cef3-4fc3-855a-d3d80529aeed","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4c8b5922-2491-46ee-bbb8-06527f4bd548","keyframes":{"transform":["translate3d(0px, 233.26389%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-86e2f465-c500-487b-8497-50273f9a48dc","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f6076f5c-a341-4ec5-8120-9f6ccc05c28c","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-a3115933-edcb-47a4-a87f-5ab3a9bf2d52","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":500,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-ed062016-a95c-48ef-a900-ecdd6f21a49c","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4f671e52-3881-40f2-854e-dc93dc29c0ee","keyframes":{"transform":["translate3d(162.99999%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6a7ad61d-7e79-436e-a40d-b8bc0401317d","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0c9b3665-696c-469f-95c8-17a6bba82e3f","keyframes":{"transform":["translate3d(-162.99999%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aebf5707-5b31-48e5-ad76-ae2b1dd803c0","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-73f0c960-339d-4a98-aafd-1260fa31a3bb","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":500,"duration":500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Arrow

Better.

[{"selector":"#anim-3098040c-73b7-47d5-8a2f-c9c5be6e729d","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4690bc4c-62c2-40be-a617-43e7c8c937ef","keyframes":{"opacity":[0,1]},"delay":1250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a274a739-df79-4cee-ac71-2f868b2561b7","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-439adbce-e60c-4664-ac11-5468bdcb6389","keyframes":{"opacity":[0,1]},"delay":2750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-afd5d5b1-e0b1-4842-bee3-505daf9d3e72","keyframes":{"opacity":[0,1]},"delay":2750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Scribbled Underline

Don't need it.

[{"selector":"#anim-29f9361c-21da-44eb-8f31-72db00ca830d","keyframes":{"opacity":[0,1]},"delay":3750,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6ba13e03-350e-404c-bc9c-becc6973ea2d","keyframes":{"transform":["rotate(-60deg) translate3d(74.93262%, 0px, 0) rotate(60deg)","rotate(-60deg) translate3d(0px, 0px, 0) rotate(60deg)"]},"delay":3750,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d5f2a298-0610-4b66-bab5-06749e2f0171","keyframes":{"opacity":[0,1]},"delay":4000,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-be30e225-ec7f-40f5-b3e3-0e258feea88d","keyframes":{"transform":["translate3d(113.40206%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":4000,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5c66bba6-d972-4110-a324-ba45c7e0ee35","keyframes":{"opacity":[0,1]},"delay":4250,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f1dcab4a-cb24-4452-a302-21b297482de8","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":4250,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-54e6ed5f-d62f-4a0a-99ce-5ea9a7156369","keyframes":{"opacity":[0,1]},"delay":5500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cf6ac885-83c0-4611-9808-1ac98ea89574","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":5500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8146f1ce-4b53-48e5-99db-1fc30a6db39a","keyframes":{"opacity":[0,1]},"delay":550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2be9ce82-cdd1-42c2-a878-ba84128b0b10","keyframes":{"transform":["translate3d(-116.4557%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b9ad78ae-9027-4b60-8b9c-f8f493c9df49","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a1803a59-a719-412c-ae63-0ca8d9f8660b","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-374cefe9-0cb3-4f59-bc0e-2c76985d0364 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(12.503105105361984%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":4000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-97d85f57-4fd3-40b3-8106-694fc47518b1","keyframes":{"opacity":[0,1]},"delay":1750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3bb8d051-f516-461c-b2ff-0040713b0c4a","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1757f4e9-8e0f-479d-b196-98cc73ce5690","keyframes":{"opacity":[0,1]},"delay":1800,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d7f9d189-05a8-43b3-b9df-119e3e57296c","keyframes":{"transform":["translate3d(-116.4557%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1800,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Incumbents

[{"selector":"#anim-b69f6ab0-eff0-49f7-8de9-600bced608ff","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-32b093e4-8626-41a4-8d92-46096dda5759","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-16a21a56-c1d9-4133-8d14-c91c8bba9f3b","keyframes":{"opacity":[0,1]},"delay":2750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6bba38b4-f2e3-4cf6-b357-e96aad63227b","keyframes":{"opacity":[0,1]},"delay":1250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a6a38d26-d182-40a3-8f05-f7a6f88c89d8","keyframes":{"opacity":[0,1]},"delay":1000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3f36d871-710c-47c6-99e6-e05c5a338986","keyframes":{"opacity":[0,1]},"delay":650,"duration":300,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-5512ab8a-df4a-45b6-8edf-d0dd8bf9d3d3","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":650,"duration":300,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a33a74e3-e377-4be6-977e-7805398a0698","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2fa88ac7-05eb-42b5-a5ca-a6b15a1b113c","keyframes":{"transform":["translate3d(0px, 259.28892%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bbfb4d5b-29dc-41bb-8f6f-663dbdc2bca0","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d8c7d74f-46ef-4a9f-a8e0-f51275e4a5d9","keyframes":{"transform":["translate3d(-156.8%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

afford premium.

[{"selector":"#anim-00055cd3-ecd9-449f-9178-12e66b3d5716","keyframes":{"opacity":[0,1]},"delay":3350,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-81e888d8-742b-4fb0-9d75-6d9e02ba8530","keyframes":{"transform":["translate3d(0px, 86.70906%, 0)","translate3d(0px, 0px, 0)"]},"delay":3350,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-91cab02d-c5c2-49f4-a1a5-0d397e42632c","keyframes":{"opacity":[0,1]},"delay":4750,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b4ea6848-f40b-400a-8903-19d3609280f5","keyframes":{"transform":["translate3d(117.14285%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":4750,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-21a1bdb1-51e8-4272-9f69-9e6a27d66753","keyframes":{"opacity":[0,1]},"delay":3500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-086d9940-3f65-426e-934e-743795ec49e1","keyframes":{"transform":["translate3d(0px, 279.36505%, 0)","translate3d(0px, 0px, 0)"]},"delay":3500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0643bf67-98bf-40f8-901d-85498ce31380","keyframes":{"opacity":[0,1]},"delay":650,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b1347b88-8281-4791-a68c-81b920e3d385","keyframes":{"transform":["translate3d(0px, 188.54699%, 0)","translate3d(0px, 0px, 0)"]},"delay":650,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-782bd75a-52e9-4c33-b888-92de05ad491f","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0ffc141c-76a0-4f36-a033-aefde0651aac","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6c3832d9-7e4e-48a6-95ba-f55f4e1851a7","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-159da6c8-009e-4b8d-9245-b7ab5ae42e94","keyframes":{"opacity":[0,1]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4ab5d0c8-ce6f-4091-a68f-5138b35b25a6","keyframes":{"transform":["translate3d(0px, 674.97068%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-343c26b1-6159-440b-a375-19abf3e3a811 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(-1.4390432324203482%, -2.302829660028242%) scale(0.9523809523809523)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Scribbled Underline 2

Ones that don't

[{"selector":"#anim-6bb6c461-69af-470a-8a0b-8190aa18240e","keyframes":{"opacity":[0,1]},"delay":250,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-87d291fb-2a72-47b0-b109-32b690045fcb","keyframes":{"transform":["translate3d(0px, 190.09261%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9d0d7808-b6ac-4b87-a8de-895865fa4d09","keyframes":{"opacity":[0,1]},"delay":250,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e4572b4e-984e-4c4e-8c62-1243c32886aa","keyframes":{"transform":["translate3d(0px, -206.75927%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cb641e80-bfe4-4b4a-a2d8-b1adf4c55dc7","keyframes":{"opacity":[0,1]},"delay":750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b17234f3-3d3c-4db6-aa77-fdb36d74602d","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

climb faster.

[{"selector":"#anim-8e72e264-d3f9-4de1-88a4-9261c9ad4492","keyframes":{"opacity":[0,1]},"delay":450,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f7969722-3320-4f82-907a-d87b39f4a4db","keyframes":{"transform":["translate3d(0px, -209.01236%, 0)","translate3d(0px, 0px, 0)"]},"delay":450,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-49413f7e-dbc6-4188-a9af-3cd9f6be167b","keyframes":{"opacity":[0,1]},"delay":550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-de482574-f331-49a7-a0c7-0e3964a4b959","keyframes":{"transform":["translate3d(0px, -186.79015%, 0)","translate3d(0px, 0px, 0)"]},"delay":550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-06682173-6080-49ca-967c-ab1333587ae5","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-70f303d6-afdf-493f-b70a-ce24dfe4c06b","keyframes":{"transform":["translate3d(0px, -197.90124%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e92948c6-b784-404a-b600-66eb04e2b8bf","keyframes":{"opacity":[0,1]},"delay":2100,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-abf6b09b-5fa5-4e55-a0c5-c61afe8ed303","keyframes":{"transform":["translate3d(0px, 165.07933%, 0)","translate3d(0px, 0px, 0)"]},"delay":2100,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7fd8951b-a72c-49cb-abef-1524450d6a10","keyframes":{"opacity":[0,1]},"delay":2000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dfe69e44-0981-42e3-a0e9-9791b1b9d72f","keyframes":{"transform":["translate3d(0px, 235.40902%, 0)","translate3d(0px, 0px, 0)"]},"delay":2000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e42e00cb-c18d-4e3d-bfec-44bd718f117e","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-82cbfb7b-c746-4388-bc4a-5f1d819e9565","keyframes":{"transform":["translate3d(0px, 305.73871%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

winning.

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The paradox of success

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Continued in Part—4

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Clayton Christensen's 1997 blueprint on how small startups dethrone massive tech giants.

The Innovator's Dilemma — Why Good Management Fails (3/5)

PART 3/5

Part—3

Disrupters reach

the “S-Curve”

the “S-Curve”

By then,

too late.

Steal

the core

✔

Enter

mainstream

✔

Become

"good enough"

✔

Almost overnight

Almost overnight

Too little.

Too late.

can't react.

can't react.

Incumbents

short span.

All in a

Leadership gone.

Market lost.

Customers are the problem

The Trap

customers.

Listen to

"Good management" says:

Deliver what they want.

Maximize profits.

Customers want better,

not different.

Better.

Cheaper.

More.

Now.

Don't need it.

Not just yet.

reject disruption.

Existing customers

reject disruption.

Existing customers

Incumbents

continues.

The loop

obey.

afford premium.

afford premium.

Ones that can't

new segments.

new segments.

Disruptors target

Ones that don't

need all features.

climb faster.

Disruptors

Incumbents climb.

winning.

they start

that is

And

where

where

The paradox of success

The Dilemma

Continued in Part—4

VIEW PART—4

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