I often tell my clients that if you are not thinking about the fact that your business could be disrupted by Google, Amazon or Apple every single day, you are doing your company a disservice. It is easy to disregard this notion, saying “my industry is not one those companies know anything about.” However, many brands have watched in shock as one of these titans marched into their category, disrupted the way business had been done for decades and rode into the number one position in the category.

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