While I was working on this book, Amazon announced that it had bought Whole Foods for just over $13.4 billion. We all woke up to the news and thought, How the fuck did that happen? It never should have. Whole Foods should have bought Amazon. There was a time twenty years ago when Whole Foods was a much bigger business than Amazon, and when your company is that much bigger than someone else’s, with that much of a lead, yours should never lose. If it does, it’s because your opposite number innovated ahead of you.
