Disrupting an industry does not guarantee financial success.
Sometimes, when a company takes market share from the incumbents by showing them what they’re doing wrong, the deep-pocketed establishment simply course corrects. Banks, for example, have not disappeared because digital-first disruptors changed consumer expectations.
In many cases, the disruptor does the hard work and proves consumer demand. Then, the established leaders pick and choose the best parts of whatever the disruptive players have shown them.
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