"The Airbnbs of the world are business manuals for companies to learn from and apply to their businesses. Forget Six Sigmas and Five P's. In a volatile environment, it's more important to have the agility necessary for incremental growth, a laser user focus and ability to view business through a problem-solving perspective. As digital-first companies grow and move up the value chain, their definitions of quality and value become the norm. With no barriers of entry left, big companies have no choice but adopt them."
The rest of my Ad Age article is here.