I think that it usually is easier to climb up. Climbing down means you are fighting for lower margin customers, and have to execute flawlessly to turn a profit.

I think that it usually is easier to climb up. Climbing down means you are fighting for lower margin customers, and have to execute flawlessly to turn a profit. It might be a bit dated by now, but The Innovators Dillema makes a strong case for the power of disruption from below.