Legacy innovation sucks for a few reasons A lot of it is just PR. It’s brash , loud , showy and ineffective. It’s distracted , not customer centric, just about getting likes or shares and not about efficacy. The PR and advertising often consumes most of the budget The effort goes into optics and superficial changes that aim to impress but not execute. It’s about trying to get to market first with a poorly designed strategy and trying to be all things to all people A single startup with a calm but determined single minded focus and use case can secure victory with a single well timed and forcefully executed strike. There is often no coming back from a first strike.