Decision 3: Cooperate or compete with new attackers?
A large incumbent in an industry thatâ€™s undergoing digital disruption can feel like a whale attacked by piranhas. While in the past, there may have been one or two new entrants entering your space, there may be dozens nowâ€”each causing pain, with none individually fatal. PayPal, for example, is taking slices of payment businesses, and Amazon is eating into small-business lending. Companies can neutralize attacks by rapidly building copycat propositions or even acquiring attackers. However, itâ€™s not feasible to defend all fronts simultaneously, so cooperation with some attackers can make more sense than competing.