Disruption happens when a new product comes along and changes the underlying assumptions of the incumbent, as we all know. Incumbent products and businesses respond by often downplaying the impact of a particular feature or offering. And more often than folks might notice, disruption doesn’t happen so easily. What happens though when nearly every assumption is challenged? What you see is a complete redefinition of your entire company.
That is what happened to Nokia, Motorola and to Blackberry, as Steven Sinofsky writes in this breakdown of why Blackberry failed. It is worth reading, and then reading it slowly to internalize the lessons.