In an IT lead world, incumbents generally win because they have the existing relationship with the IT organization.

Jeff Bezos is opening a retail store and owns a newspaper. Turns out everything we thought about the Internet is wrong.

You intentionally start small, because you will not be able to compete with an incumbent... because the incumbent is always going to go for the full solution.

You can keep 'consumer' DNA at the center of your product. That will always mean that adoption is easier.

Sometimes things are the way they are and can't be changed, other times it's because no one ever tried. Your job is to find the latter.

The most customer-centric organizations can answer any question by deciding what's best for the customer, without ever having to ask.

In a user lead model, users are bringing in their own technology... and you can build software then, around the user.