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The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue by Robbie Kellman Baxter

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From Business as Usual to Competitive Disruption

When Harvard business professor Clayton Christensen published The Innovator’s Dilemma in 1997, he put companies on notice. Christensen argued that well-run businesses aren’t immune—in fact, it’s their strong processes that put them at risk. He asserted that “good business practices can, nevertheless, weaken a great firm.”1 Even “companies that had their competitive antennae up, listened astutely to customers and invested aggressively in new technologies still lost their market dominance.” What can happen is competitive disruption.

Successful companies often feel blindsided by competition. ...

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