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By the time it becomes obvious that a technology will have truly disruptive impact, it is often too late to take action. This is one reason why we are such advocates of using theory to try to analyze industry change. Conclusive evidence that proves that a company needs to take action almost never exists. In fact, the data can fool management, lulling them into a false sense of security.

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Frank Zappa

In order to deviate successfully, one has to have at least a passing acquaintance with whatever norm one expects to deviate from.