If you’re going to pour your heart into creating something new, then that thing should be disruptive. It should be bold. It should change something. It doesn’t have to be a product—Amazon was a disruptive service long before they got into making their own hardware. You can disrupt how things are sold, delivered, serviced, financed. You can disrupt how they’re marketed or recycled. Disruption should be important for you personally—who doesn’t want to do something exciting and meaningful?—but it’s also important for the health of your business. If you’ve truly made something disruptive, your
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