There's a good bit in The Innovator's Dilemma tracking the decrease in disk sizes over time and how the leaders of the last generation could never connect with

There's a good bit in The Innovator's Dilemma tracking the decrease in disk sizes over time and how the leaders of the last generation could never connect with the customers of the next. At one point there's a guy from a big company at the time complaining that they made the new 4.5" disks and there was no market, while at the same time there's someone who's in the market for them who can't find them at the big companies, even though they're clearly there (think this was at the same conference even). Maybe AdRoll has better focus in general, maybe they do a better job of selling to a much larger group of mom and pop customers than Google and Facebook which may inevitably wind up focusing on big brand problems. It's usually not enough to have the same checklist features.