The leaders of most creative companies are unnecessarily hesitant to apply their best skills to their business.
Instead, they hold on to the known and the certain, thereby failing to push the envelope far enough or fast enough on new problems their company could solve.
This eventually turns competitive advantage into a parity product.
I look at it like this.
75% of Apple's revenue comes from the iPhone and iPad.
Five years ago, neither of them existed.
Or put another way, what got you here won't get you there.