The Disruptors Were Real. The Obituaries Were Premature.

Every era's disruptor came with a death notice for the incumbent. Ebooks were going to kill physical books. Aldi and Lidl were going to finish the Big Four. Online grocery was going to empty the supermarkets. Streaming was going to bankrupt the music industry.

A decade or two later, the picture looks very different. The disruptors were real. The change was real. But the incumbents that adapted didn't just survive — many of them grew bigger than they were before the threat arrived.

The pattern is consistent: the disruptor forces a better business. The category often gets bigger. The incumbents that move — not the ones that panic, and not the ones that ignore it — end up stronger.

AI is the current reset moment. The same rules apply.

Part 3 of the "Every Era Has Its Reboot" series. | redebuter.com Read more