As it turns out, there is a pattern to disruption in an industry, whether the disruptor is Uber, Airbnb or a dozen other start-ups that have shaken up incumbents and threatened the status quo.For disruptors to pose a threat to an industry, they have to successfully break the link in choosing, purchasing or consuming a product or service. Upstarts, Teixeira shows, do not attempt to compete with or overtake a reigning incumbent company entirely. Instead, they work to peel away a portion of the consumer decision-making process, the way Birch box offered women a new way to sample new beauty products from a variety of cosmetics and fragrance companies, without having to go to the Revlon or Estee Lauder store. Zipcar doesn't attempt to compete head to head with GM but rather to offer people who need transportation an alternative way to get around, without owning a car themselves or being responsible for fuel, maintenance or insurance.
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