Every mature brand has a maverick nemesis. Small startups have nothing to lose: they strive on risk and innovation, their investors are adept at financing those risks, and everyone speaks the same language.
They stir things up and shift the business paradigm by breaking the rules. They are the enemies of the status quo, the troublemakers, but they are also the agents of progress that will challenge everything larger corporations are comfortable doing by making new offers that are more efficient, pleasurable, and fresh.
Most importantly, they are adept at delivering new and better solutions to people because they understand the shifts in people’s expectations.