How much of an impact has Digital Transformation really had on major markets? How often do unicorns disrupt incumbents? Let’s dig into the data over the last 30 years.

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SHOW NOTES:

How Incumbents Thrive and Survive (HBR) - Jullian Birkinshaw

CHANGE COMES SLOW AT FIRST, AND THEN ALL OF A SUDDEN (or does it?)

Since 1995, 40% have stayed, 50% have merged/sold, 7-8% dropped out, and 50% of existing move up into F500.
The Blockbuster, Nokia and Kodak stories are outliers.

THE USER EXPERIENCE HAS CHANGED, BUT THE COMPANIES BEHIND IT HAVEN’T AS MUCH

Disruption is about more than just newer/better technology
Existing brand relationships, trust, physical locations, supply-chains, partner-networks all play a key role for incumbents
Everyone is investing in digital transformation, for various reasons - user experience, data analysis, cost cutting, etc.
Four paths as an incumbent - [1] Fight back, [2] Double down, [3] Retrench, [4] Move away

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How Incumbents Thrive and Survive