What does all this have to do with disruption? Everything. The consideration set is where the competition for customers begins (and ends) for some brands. If your customers decide that your company no longer resides in their small consideration set, then you won’t make the sale. As an incumbent, your company registers as an ongoing part of the consideration sets of many loyal customers. When a new competitor enters the market, big or small, disruptor or not, your goal is always twofold: to remain part of your customer’s consideration set, and to keep the new entrant out of that set. If loyal
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