the history of ice
guy kawasaki has this analogy that he likes to use in his talks (e.g. this one). it’s about how the first players in the ice industry were ice harvesters who, during the winter, used to go to ponds with their saws and horses to cut ice out of the frozen pond. they would then sell the ice to customers. then came along the invention of the ice factory - where they would freeze water indoors year-round (didnt have to be cold outside anymore). then came along the invention of the refrigerator - now people could make their own ice at home.
the take away from this story is that none of the ice harvesters became ice factories, and none of the ice factories produced refrigerators. this is because it’s hard to envision what the next big breakthrough will be (a “curve jump” as guy calls it). most companies will make small innovations along the same curve they’re on, but only a few will be able to jump to the next curve. guy says that part of the reason that companies dont jump curves more often is that they frame their business around what they do, not what they provide.
if you havent seen/heard him speak before, i recommend you watch that video.
then think to yourself.. what do you provide?