Welcome to the year 2002.  Meet Company X.  Company X is a manufacturer of one of the world’s most popular hardware devices.  The market share of their products is a whopping 95%!  They’re on top of the world and completely untouchable by any potential threat!  Everyone who tries to stand up against them gets punished severely, ultimately suffering a humiliating and painful defeat.

Flash forward to 2007, essentially rinsing and repeating this story year after year.  The story remains the same… until another company comes along, swoops down and over the next 2 years they even out the market.  Suddenly it’s a 50/50 playing field, but the momentum seems irreversible and another threat enters the market.

Who am I talking about?

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