But companies like Airbnb, Amazon, Apple, and Uber exemplify a different kind of transformation: agile players invade other, seemingly unrelated industries and brilliantly exploit huge but previously unseen opportunities. Importantly and counter-intuitively, doing so serves their own core competencies, rather than those of the industry that they seek to disrupt.
一个行业可以通过自上而下的经济、金融、政治和监管变化而改变。但Airbnb、亚马逊、苹果和Uber等公司说明了一种不同类型的改变：敏捷的玩家入侵其他看起来无关的行业，大肆利用并前所未见的巨大机会。一个重要并且反直觉的特点是，这样做有利于它们自身的核心竞争力，而不利于它们寻求颠覆的行业的核心竞争力。