Think of some transformational new businesses such as Starbucks, Blue Apron, or Amazon. 

a. How was each different from what came before? What was similar? Scale them in terms of “newness” from truly transformational to substantial (some elements common to what came before but enough new to create a new subcategory). 

b. Was there an innovator advantage? How long did it last, and why? 

c. Did the business originate from an established business? If not, why not? 

d. Where did the idea for the business come from? If you don’t know, try to speculate.