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Just a passage from “Eating the Big Fish” that stood out.

“Looking at the list of the great Challengers that have really impacted their individual markets, the first thing that strikes one is how many of them are launches: that is to say, how many of them lack any previous experience in their chosen category at all. Richard Branson, for instance, used the money he made from selling rock albums to start an airline business: Virgin Atlantic. Michael Dell was a college student in Austin, Texas, when he realized he could beat both IBM and Compaq by focusing on the delivery system rather than the product; by 1997 Dell Computers was worth $12 billion. Jim Jannard of Oakley was making motorcycle handgrips when, while watching post-race interviews with Nascar Drivers, he noticed that the camera close-ups cut out all the sponsors on the cars and clothes to focus on the face; the next week he started work on branded eyewear. Ian Schrager’s only previous experience was in night clubs, yet he created the three hottest hotels in New York (the Paramount, Royalton, and Morgan). Wayne Huizenga made his first million in waste disposal, yet he transformed the video market’s every structure before selling Blockbuster to Viacom; with the proceeds, he set up in an altogether different category again – automotive retailing. Howard Schultz was selling Swedish kitchen equipment before he acquired a little Seattle coffee shop called Starbucks and changed the way Americans thought about coffee. Circuit City thought the car business should be no different from retailing hi-fi and set up CarMax. Anita Roddick has in fact gone a stage further: In developing the Body Shop, she claims always to try to do exactly the opposite of what the industry experts do.” (Morgan, 40).

Just a list of ingenious innovators that succeeded by approaching a new industry with a fresh pair of perspectives which ultimately led to their success. Really inspires one to think differently.
“Innocence, intelligently applied innocence, has changed the face of business more profoundly than all the MBA expertise in the world”


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