The nature of disruption is changing. In the past, disruption occurred at the level of discrete product and service technologies that competed to offer better value for customers (e.g., 2.5-inch vs. 3.5-inch disk drives; LCD vs. CRT television; online vs. brick-and-mortar banks). Today, it is occurring at the level of ecosystems.
The Internet of Things is a good example of this change. Every industry, no matter how traditional — agriculture, automotive, aviation, energy — is being upended by the addition of sensors, internet connectivity, and software. Success in this environment will depend on more than just creating better digital-enabled products; it will depend on building ecosystem-level strategies that encompass the many moving pieces that come together to create the new value proposition.
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