Leaders can experiment with advances in a known marketplace by taking advantage of existing infrastructures to facilitate growth, utilizing A/B testing, and inventing on behalf of the customer to drive the industry forward. They can also identify what their company is known for and experiment with advances in that marketplace. For example, Amazon attracted authors to its Amazon Publishing platform by paying royalties monthly, rather than just twice a year, which was a common practice at the time.
Have you ever wondered how Amazon managed to grow from the first online bookstore to a global techno...
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