Former CEO of Intel Andy Grove warned in his book "Only the Paranoid Survive" (1988) against the "inertia of success". It's what venture capitalists often call a competency trap. Companies that succeed at one thing can be wiped out by technological and market changes if they don't evolve.
Thus declares: Amazon's recent bids for i robot, maker of the Roomba vacuum cleaner, and One Medical, a network of primary care and telehealth providers. Contrary to what some of its critics claim, Amazon isn't trying to pry into every nook and cranny of your home and health records. It is only striving to keep up with rapidly changing markets and technology.
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