“Whatever you’re disrupting is going to be the thing that defines your product—the thing that will make people take notice. And it will be the thing that will make them laugh. If you’re disrupting big, entrenched industries, your competition will almost certainly dismiss you in the beginning. They’ll say that what you’re making is a plaything, not a threat. They’ll flat out laugh in your face. Sony laughed at the iPod. Nokia laughed at the iPhone. Honeywell laughed at the Nest Learning Thermostat.”