MARKET DISRUPTION — STARTUPS vs. CORPORATES

Why established companies allow startups to disrupt their business?

How is it that established companies with massive profits, vast sales teams, and large marketing budgets get disrupted by tiny startups with little cash?

One big reason could be, because of asymmetries in their motivation or skills, a theory formed by Clayton M. Christensen, a Professor of Business Administration at the Harvard Business School.

Clayton, in his article “The Innovator’s Battle Plan” suggests that:

asymmetry of motivation happens when one company is motivated to do something that another company specifically does not want to do or when the strength of one company is another company’s weakness.

Think of it this…


Every morning after you wake up, you make a decision about your visual identity. You choose clothes that you feel will make you look professional, chic, casual, or sexy. You then go to the bathroom to style your hair and maybe put some makeup. You have control of your image.

That’s what you do to present yourself in the physical world. At work, school while shopping or passing by other people on the street.

That control gets even stronger when you put your image online. While posting your selfie on Instagram, you could first open an app like FaceTune


Artificial intelligence (AI) and machine learning (ML) are the new sexy tech terms quickly becoming synonymous with innovation. Experts from all industries call it the future of technology, the true disruptor.

This much buzz and excitement makes every executive eager to jump on the AI innovation wave and ride it as fast as possible. The problem is, they don’t know anything about “surfing”! ;-)

AI is not a technology that you just plug into your company and expect it to magically push you in front of your competition. …

Cyprian Vero

CPO | 3 x Founder

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