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Sidestep and Twist by James Gardner

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GETTING CUSTOMERS IN

 

 

 

 

 

 

 

 

 

 

 

 

 

CHAPTER TWO

 

 

Fleming with his oscillation valve and Google with its Android turn-by-turn navigation application are examples of the mechanics of the sidestep. In the former case, Fleming’s breakthrough created the basis for an industry. Despite this, Fleming made very little from his invention.

Google’s turn-by-turn navigation, on the other hand, wasn’t a breakthrough at all. Instead, it incorporated products it had already got working well into a new form factor, and in the process changed the parameters for the rest of the industry. Stories similar to that of Google are repeated in almost all industries and product categories.

This begs a question, though. Why is it companies who copy things ...

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