Consumer electronics is one of the most competitive markets in the world with its unforgiving business model, heavy funding requirements, and endless disruption. It’s a fast-moving landscape where winners don’t stay on top long, new markets emerge as fast as they disappear, and disruption comes from all sides. But when you nail timing, hardware, and software - the impact is revolutionary. You can create a new market like Apple did with smartphones, Bose with noise cancellation headphones, HP with home printers, and Dell with direct-to-consumer PCs. These products were game-changers and transformed their companies into global category-defining powerhouses. Yet evolution is critical in consumer electronics. No company is immune to disruption. IBM invented the smartphone in the 90s, but it was Nokia and Blackberry who dominated in the 2000s before being toppled by Apple and Samsung. In this sector, if you stop innovating, you’ll be disrupted.