Technology isn’t the main force hobbling many companies today—it’s changing customer needs and expectations.

Supporting and illustrating one of the two principles originating this blog that digital transformation is not about technology, marketing professor Thales Teixeira argues that successful disruptors are quicker to detect and cater to emerging customer needs than larger competitors, often with access to similar technologies and similar amounts of technology.

Mr. Teixeira discusses several cases of newcomers entering mature markets, and how incumbents reacted or adapted.

What’s Really Disrupting Business? It’s Not Technology
by Danielle Kost
Harvard Business School Working Knowledge, February 2019

See also: Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption