Key Takeaways

Look for what your competitors are ignoring.

Consider how much money is being left on the table.

Find the edge you need to seize the opportunity.

Make a plan to grow your new category.

Industries that haven’t changed much in decades can feel like safe bets when you’re starting a business . But that isn’t always true.

A space that goes too long without experiencing disruption actually tends to be more difficult for newcomers because established companies dominate the field. They can afford to outbuy, undercut and push out newer and smaller players.

But just because something has been done one way for a long time doesn’t mean there isn’t a better approach. You can always do something no one else is doing, even in spaces that evolve slowly. Disrupt the market in a val

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