I read a book over the holidays (The Attackers Advantage by Ram Charan) that made a similar point for how businesses can handle structural uncertainty in the ma

I read a book over the holidays (The Attackers Advantage by Ram Charan) that made a similar point for how businesses can handle structural uncertainty in the market. The analogy that he used was Blackberry failing to anticipate the threat the iPhone was to their business. They focused on creating a solution that was perfect for an IT department who were purchasing the phones, not realising that their customers customers (the executives) wanted other features (media support, etc), and would force their IT department to adapt. If Blackberry had paid attention to what the executives wanted, they might still be around.