The iPhone caused chewing gum sales to plummet.

People became distracted by their phones in grocery checkout lines and made fewer impulse purchases.

Of course, it's tough to prove causation, but it seems plausible.

We can't predict the trickle-down effects of innovation. It can rewrite human behaviour.

Your next competitor might not even be in your industry.

Stay curious. Track trends outside your bubble.

Build for change before it builds around you.

Because sometimes, your downfall won’t come from the company across the street… it’ll come from the thing in your customer’s hand.