You disrupt unicorns and decacorns when you are invisible to them:
Google dominated the web-ad spend. Other search engines were born to try to take a portion of it.
After years of competition, Google still had 98% of the market share.
Though:
Google didn't see Facebook until too late. And Google+ was a failure.
Also Google didn't expect ChatGPT. And Gemini is still today not at frontier model level.
They both arrived from a different angle.
Same for the no-coding apps. AirTable and similar didn't see Codex and similar coming.
If you truly want to disrupt an industry, don't copy-cat. Don't fight in the same arena where the decacorn is already winning.
