Sure, its disruptive, but its far more: Its transformative. Another example is Earnest , a fast-growing fintech startup that on first blush also fits into the standard disruptor model. Earnest offers loans at better rates and with better outcomes than its massive incumbent competitors. But look behind the curtains of how Earnest is rethinking the trillion-dollar debt markets, and youll find those same incumbents are deep in bed with the startup, buying their loans and profiting from Earnests innovation (this is also true for other fintech darlings like SoFi ). More examples of startups taking fresh, innovative approaches to massive markets include Brandless , Grail Bio , Kiva , AltSchool , Local Motors , Color Genomics , hint , TwistBio ,and Eatsa . The founders or CEOs of each of these companies will be speaking at Shift (to see who, click on any of the bolded links). Now lets examine some of the Big Dumb Incumbents in the markets where startups are focusing.Assuming these large companies are ignorant or incapable of response is naive.The leaders of the worlds largest companies are deeply aware of the shifts occurring in their markets they have excellent signals of those shifts in their pricing, sales, and supply chain metrics. And theyre not sitting on their hands. Theyre acting, and in many cases, those actions take the form of acquiring and/or partnering with innovative startups. A few examples of that action: Consumer packaged goods giant Unilever , correctly sensing a shift from a retail model of distribution to a direct-to-consumer model, acquired Dollar Shave Club last year for a cool $1 billion. Verizon , once a simple carrier, has in the past five years transformed itself into a major media and information services player, and now stands as perhaps the most viable alternative to the Google-Facebook duopoly in digital media.
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