Defending against competitors is on the agenda of most businesses; be it a board of a huge company contemplating the next step to cement its position in the market, or a startup explaining to VCs how it will be defensible in the long run. No company can be eternally defended from the tentacles of innovation. All have to keep looking over their shoulders and innovate in order to stay relevant. Even Google has to. “But more important, someone, somewhere in a garage is gunning for us. I know,
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