Elena was surrounded by crowds. The families, the elderly, the cautious—people who had never bought a hiking ticket in their lives—were lining up for her cable car. She wasn't stealing business from the hikers; the hikers were still hiking. She was generating . She had expanded the boundaries of the industry.
: Success requires leaders to look beyond existing customers to find "noncustomers" and identify pervasive problems that have become accepted as unfixable. beyond disruption w. chan kim and renee a. mauborgne pdf
Elena watched a young startup sprint past her. They were aggressive, lean, and aimed to dethrone the incumbent leaders further up the trail. This was the world Elena had been taught: the world of red oceans, where you fought for market share, disrupted the status quo, and celebrated if you knocked the giant off the cliff. Elena was surrounded by crowds