How These Unicorn Brands Outran Their Legacy Competitors — and What They All Have in Common

There's a particular kind of disruption that doesn't announce itself until it's already over. A startup enters a market owned by the same companies for decades. The incumbents have the budgets, the distribution, and the brand recognition. By every traditional measure, the challenger shouldn't stand a chance. And then, in what feels like overnight, the challenger is worth a billion dollars. Here's what they all got right — and what every brand can learn from it.