It took Henry Ford and Porsche (two previously unknowns) to make motorized transport ordinary people could afford. It took Steve Wozniak and other LSD-deluded hippies in San Francisco to build the PC - while  the existing companies like IBM and DEC thought the PDP-11 was what computer-tech should be. 
The very big companies are rarely involved in phase 3 - and in fact tend to actively oppose and undermine it with some pretty egregious anti-competitive behaviour. When they realize they can't stop it happening -they either die off or, in very rare cases, join the revolution (think IBM's PC which killed the original Apple by doing the exact same thing cheaper with commodity parts).

In extremely rare (one in a million) cases -a phase 2 company is led by somebody who knows phase 3 must come, and tries to position the company to be part of it when it happens. Even fewer succeed in it. Elon Musk is trying to do that with spaceX right now. This is more visionary than most, but may not work.