That duality is a really important maturing stage in the digital business leader’s mind-set. Whatever industry you operate in traditionally, your company, like Orbitz, Volvo, and Babolat, should think of itself as a technology company too. Amazon wins by being both a retailer and a tech company, and Uber wins by being both a taxi company and a tech company. If new companies could use that duality to cross a blurred boundary and tear a hole in the side of your industry, you’d better learn how to do that too.
