Large innovation almost never comes from incumbents in the field — across retailing (Amazon vs Walmart), media (Netflix/YouTube/Facebook vs NBC/CBS), transport (Uber, Airbnb), space (SpaceX vs Boeing/Lockheed), biotech (Genentech), and COVID vaccines (Moderna/BioNTech vs big pharma) — because experts extrapolate the past while founder-driven companies have permission to try crazy things.