Brands that were once dominant and familiar are always dropping to the side of the road. New innovations replace old innovations. Rarely does an old innovator continue to be an innovator. They have too much invested in maintaining the status quo as long as possible. Disruption comes from an unexpected direction and source. Few people ever see it coming. If you want to be a disruptor, you can’t play the game like everyone else. You’ve got to invent a new game.