If you are creating value in a way that is incompatible with the incumbents, it is very difficult for them to co-opt you. They lack the skills for your odd way

If you are creating value in a way that is incompatible with the incumbents, it is very difficult for them to co-opt you. They lack the skills for your odd way of doing things; and if your business model is also incompatible (e.g. low-margin/high-volume instead of the opposite; one-off instead of annual maintenance; monthly instead of yearly; advertiser-based; freemium) it doesn't make sense to them so they aren't motivated to co-opt it anyway. Whether you are creating value in a way that is sustainable for your customers (and sustainable for you) is another question. However, it's in our nature to improve each time we do something, so even if it isn't sustainable at first, it might become sustainable. Similarly, if it's lacking in some quality that the incumbents' customers love, you might be able to improve enough to please them. Note the two mights.