When failure is not an option, you end up with safe, incremental innovation, with no radical breakthroughs or disruptive innovations. - Salim Ismail

A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty.

Waze's triumph and Navteq's decline should be the model for every budding ExO. Ask yourself, "Which of my products or services can I digitize and dematerialize?" and "How can I use the Six Ds to leapfrog my biggest linear competitors? How can I use them to demonetize and democratize my products and/or services?"

don't try to wedge the emerging business back into the mother ship.