Often, when I am having dinner with one of the CEOs from a company that doesn't get this, they'll tell me how they're not a technology company—they're an insurance company, or a health care company, or an agricultural company. I'll say, “Let me tell you what I would do if I was a product leader at Amazon or Apple, and we've decided to go after your market because we believe it is large and underserved, and that technology is available that enables dramatically better solutions for your customers.”
