The conservative, big business incumbent may find this ride too frightening and risky, and prefer to set up camp on the river bank. The cold, hard truth is, however, that the people that sleep on the river bank every night will still be there a year later. The aggressive innovators will be two thousand miles ahead, having traveled at a few miles an hour, day by day, month by month. Customers will stop visiting the river bank, way up in the mountains, and choose the cool new option that's floating past their town.
In this way fortune favours the innovators and the new. Although the voices of vested interest are powerful and well financed, there are many, many examples where their wealth of experience and retained profits are squandered on living out the last days of the cash cow raj, allowing small, nimble, imaginative innovators to create whole new industries that quite simply plunder what should have been the inheritance of previous industry leaders.