A great current example is Apple vs. Facebook. The narrative around Apple is that it’s a world-class design-and-privacy-first company whose products say something good about the people who own them. Facebook’s narrative was formed in articles about its brash and awkward founder, Mark Zuckerberg, in the film The Social Network, in the company’s old... See more

Maybe not disrupting a market per se. There may be markets to the left and to the right that are affected, but really I think more value is created when the company ends up becoming synonymous with its market. It defines the category in such a way that it’s not just a better implementation of something that has been done before, but in fact is

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