Internally, it was Embrace, Extend, Innovate, used in an executive memo from 1994 [0]. But it doesn't matter where it originated or who first said it. The reas

Internally, it was Embrace, Extend, Innovate, used in an executive memo from 1994 [0]. But it doesn't matter where it originated or who first said it. The reason this phrase gained so much popularity is that outside observers could see that's their strategy was (and still is). [0] https://en.wikipedia.org/wiki/Embrace,_extend,_and_extinguish https://en.wikipedia.org/wiki/Embrace,_extend,_and_extinguis...