The danger is to cling to comfort and custom at a time when events demand breaking away from both. But it is also foolish to jump at every startling moment. Darwin selects primarily for prudent fast-following.

Don't think you have to be the disrupter to win. A fast-following disruptee will do very well if you can bring your existing customers and ecosystem along with you.

Smart mobile phones connect you with 1 billion users worldwide, basically for free - you don't pay for the phone, you don't pay for the Internet, you don't pay for the wireless connectivity. Social networks let you add a new customer or a new agent, again for free.

Marketing has long known how to exploit fads and how to develop trends.

Sustaining innovation is the lifeblood of any enterprise. It is the time when we capitalize upon, and recover from, all the disruptive change prior. Most of the operating profits in the world come from sustaining innovation. Much of the market capitalization gains, on the other hand, come from disruptive innovations.

To enter the maintsteam market is an act of aggression. The companies who have already established relationships with your target customer will resent your intrusion and do everything they can to shut you out.

Sustaining innovations are the key to consistent performance, whereas disruptive innovations are the key to dramatic changes in power.