In an analogy, this is how most writers, creators, and entrepreneurs think about product creation, innovation, digital transformation, and marketing. They start with “what exists,” and then aim to “disrupt” or “change” or “transform” the way it is. They assume the market. They say, “Impressionism is what people clearly want. So let’s do impressioni

Clayton Christensen wrote about the innovator’s dilemma, where companies defend their turf rather than disrupting it. Almost by definition, they’re trying to get the most ROI out of products they’ve created rather than disrupting their industry with something totally new.