Disrupt your own business before someone else does. Offering second hand books at low margin threatened Amazon’s higher value new book sales but this did not bother Bezos. He wanted to own that segment of the market too and to prevent a competitor from seizing it.
Craig Stark's insight:
Can't argue with Jeff Bezos' intuition.
Anticipating Customer needs is a tricky process. You need to change lenses to gain perspective.
If you are a startup, partnering with companies that are trying to innovate to "disrupt or be disrupted" is a great way to "launch".
Don't lead with products, lead with possibilities that you can frame for quick validation and consumption.