What has changed is not simply the types of competitors but the very nature of the competitive battle. The result is a series of seismic upheavals that are making one business landscape after another almost unrecognizable. We’re not speaking only of the dramatic disruptions produced by the advent of platform businesses in traditional marketplaces (as described in chapter 4 and elsewhere in this book). We’re also referring to the dramatic competitive battles being waged within the world of platforms, between platform companies—with results that are often startling, even shocking.2
