The Encyclopedia Britannica was done in by a universally-recognized inferior product, Microsoft Encarta . Britannica finally did produce a CD-ROM version, but by then it was too late. Encarta had already captured the high ground. The biggest fallacy I see in most businesses is the belief that it's all about the features of their product. It's about the benefits of that product to meet the customer's needs and wants.
Inferior products win battles time after time.
You've seen it with proposals YOU lost out on, simply because your competitors met some special, overlooked, or under-appreciated customer need. The point is that we're at a very unique moment in time. Small and medium sized business leaders have the best opportunity in centuries to win some major battles against the Big Boys . Their leaders get blinded by events that don't fit their existing mental framework. They can be demolished by your company implementing new technologies and strategies.