Lessons in Radical Innovation: Out of the box — straight to the bottom line

Chapter 6. Wagging the dog: Taking on the world’s biggest players from a garage

At the edge of the known universe, at the point on the map where knowledge and understanding give way to fear, conjecture and speculation, the mapmakers of old would inscribe a warning to those foolhardy enough to venture into uncharted territories.

“Hic sunt dracones,” it would read. Here be dragons. Fire-breathing monsters with leathery wings, gaping jaws and flesh-tearing talons, they would lie in wait for ships that sailed too far and plunged off the end of the world, sending their crews screaming into the bottomless abyss. Today, of course, we know better. ...