figure out the assumptions that everyone in the industry makes ... Start overturning those assumptions The example given, of red bull disrupting soda is well p

figure out the assumptions that everyone in the industry makes ... Start overturning those assumptions The example given, of red bull disrupting soda is well placed. The author writes that the inventors inverted the norm and created an expensive poor tasting drink. Instead, I would have said that the goal of red bull was to create a drink with a huge energy boost and in the process created its own energy boost drink market. At the time, the mainstream soda market valued the established flavours, and perhaps trending toward lesser levels of sugar. This red bull type drink in no way satisfied the mainstream. It is only later, once the market size had grown that coke enters with their own product, but by then it is too late. The startup red bull already has taken the lions share of the now larger market.