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The Innovator's Dilemma
The innovator's dilemma is about how people can make decisions that make perfect sense but are actually completely wrong. Disruption is a very specific meaning, where the incumbents in a market are motivated to serve their best customers. The real powerful question is why do you think they did that? So many people stop at saying, microsophis dumb to do this. Gogles them to do this and don't take step too which is a thing, but why? And the reality is, there are incredibly smart people at all these companies who are the top one percent of the one %. They're incredibly smart. But aren't 98% of what happens on the surface?"