People love pointing at incumbents and say that they gave up an entire market to some startup by not launching X, Y or Z, but I bet that far more often do incumbents lose market because they started doing too much, coordination costs rise and they become too slow. 🧵(1/4) I generally believe that large business should be 2nd to new well-understood opportunities, not be in the trenches fighting against 1,000 upstarts, and then use advantages of scale, like distribution, and runway (or M&A) to win the category. Think Apple or Microsoft Teams 🧵(2/4)