“Incumbents usually see the same technologies that entrants do. Because of their processes and values, however, incumbents predictably ‘cram’ the technology into the largest and most obvious market applications…The problem with cramming is that it changes the innovation in ways that obviate its inherent disruptive energy. It takes an innovation from a circumstance in which its unique features are valuable to a circumstance in which its unique features are a liability.” – Clayton Christensen