When one design wins out in a market, competitors leave and the winner captures nearly all customers. Goralski's research maps how this happens, but the real question lingers unsolved: why does one design become dominant in the first place.
the number of companies and competitors starts to fall away because they're not part of that dominant design. So the competitors fall away, number of customers rockets. That's where you are as a category winner, just to get to capture this enormous amount of the economics of the category. But what's really interesting about Goralski's work is he goes understands all of this, he gets all this laid out, but then he ends up saying, but nobody knows why the dominant design gets chosen.
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