Every once in a while I run into a little company that comes at an existing market as if the folks already in it are idiots — and sometimes they are right. Here’s the thing: What often happens is a company breaks out in a segment, and everyone groups around that company’s ideas and emulates them. Few initially stand up and say, “Wait a minute — what if they’re wrong?” Often we get so excited about building the market, we don’t realize until much later that the initial attempt at solving a problem doesn’t work.