“Only those committed to the risk and promise of uncharted waters will thrive.”[1]

In an age characterised by disruption and change, competition which breaks the standing paradigms and conventions of the past is not only rampant but important. Unconventional competition is the biggest threat to established businesses and industries whose practices and market seem set and secure.

For many of us, the very mention of Artificial Intelligence conjures up futuristic notions of SkyNet and cunning malevolent robots rising to destroy humankind in the Terminator film series.

The most disruptive threats that you and your business will face will come from the periphery.

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The unprecedented success of the iPhone is a globally recognised fact. It is known to have broken profitability records, dominated its competition and overwhelmed the market. It is likely that you are reading this article through the screen of an iPhone, and it is equally as likely that if you glance around you will see several more similar to yours in the hands of commuters or crowds or co-workers.