I would recommend the book The Innovators Dilemma. There are (I think) two main ideas there (still strongly recommend reading it) 1. The decision process (and

I would recommend the book The Innovators Dilemma. There are (I think) two main ideas there (still strongly recommend reading it) 1. The decision process (and culture) that helped a product/company reach a big scale is basically saying no to any real innovation 2. Disruptive innovation is hard to identify because initially looks more like a failure according to the metrics/criteria from point 1 so it is ignored until it is too late. I would add here a third point (not from the book but more a personal observation): When a company reaches a big success founders most probably evolved personally with the company. They created the company but also the success of the company created them. To innovate means also for founders to disrupt their own lives, world views at a more fundamental level. And as in most cases this is hard because they lived that company life eveyday.