IIRC, one of the central points of Innovator's Dilemma is precisely about why this is rarely as straightforward as it seems. All those existing companies are p

IIRC, one of the central points of Innovator's Dilemma is precisely about why this is rarely as straightforward as it seems. All those existing companies are probably up to their collective ears in work satisfying and growing the lucrative markets they already operate in -- it's hard to justify focus on much smaller markets with much smaller margins. Then, sometimes, those smaller markets end up being really big, and oops you've been disrupted.