I'm noticing a pattern between winners and laggards lately. 

Companies that thrive build products that refuse to stay in their expected lanes while the rest make the same thing, slightly better. Netflix streams movies but also shapes culture and creates empires. TikTok does social media but reshapes music, commerce, and how we pay attention. Airbnb is going beyond rentals into an experience destination. Dimensional products that cross categories compound strength while single-purpose ones get commoditized. I've worked with companies that have breakthrough product visions and seen them get killed by internal systems that strangle them. It happens all the time. 

The products that will dominate are being built by teams that ignore category boundaries entirely.

Burning playbooks @ Heretic.wtf Prev: CMO at Aleo, RabbitHole, Gaia + a bunch of agencies.

Another example (even if I’m not so sure about this one). Smartless the podcast launching Smartless Wireless 

https://www.vulture.com/article/smartless-mobile-is-grim.html