Successful companies optimize themselves from one approach; to do something different is often impossible.
Google’s Go-to-Market Gap
Google is unique in that their business was built on being the best. The company, though, benefited from the open web. That is not the case in mobile.
Apple’s Strengths and Weaknesses
Both Apple’s strengths and weaknesses were on full display at its annual WWDC keynote; the HomePod is a perfect example.
Paypal’s Incentive Problem
By winning on the web, PayPal was actually disadvantaged when it came to competing in mobile, because its incentives were already shaped by a different problem.