““But what if it didn’t take money to make money? What’s terrifying about the digitally disrupted future is that this rhetorical question is already being concretely answered. The mindset of the digital disruptor accelerates every possible process by exploiting digital toolsets that are free for tinkering. Economists talk about trends that reduce barriers to entry. The force of digital disruption doesn’t just reduce these barriers, it obliterates them. This allows the disruptor to take new ideas of any size and potential impact and rapidly pursue target customers at almost no cost and in the space of a few days, rather than years. That’s the power of digital disruption, and it will happen to every industry on the planet, whether that company makes digital products or not. That’s why the rise of millions of digital disruptors like Thomas Suarez, whether they go it alone or choose to disrupt on behalf of massively physical firms like Verizon and Unilever, matters so much. These disruptors will do what they do in whatever industry they find themselves planted, ultimately generating significantly more innovation power into the marketplace.””
