Assuming a specific resource is high cost is often a path to disruption when someone makes a different assumption. ... The disruptor had the advantage of growing slowly (relatively) compared to flipping a switch on a giant installed base. ... One might take away from this case and other examples, that the disruption to watch out for the most would be the one that combined multiple elements of the traditional marketing mix of product, price, place, promotion. When considering these dimensions it is also worth understanding the full breadth of assumptions, both implicit and explicit, in your product and business when defending against disruption. Likewise, if you’re intending to disrupt you want to consider the multiple dimensions of your approach in order to bypass the intrinsic defenses of incumbents.
Disruption and woulda, coulda, shoulda | Learning by Shipping











