Big, existing companies are challenged more than ever by innovative startups. And not seldom with success. Startups beat big companies sometimes because they are small and flexible, and not (yet) slowed down by company guidelines and procedures. Of course that doesn’t mean that the world of the future only consists of startups. Knowledge of the customer and the market remain important weapons in the battle. The trick to stay ahead of the new challengers, as an existing company, is to combine that knowledge and knowhow with the flexibility of a startup. We call that ‘Startup Thinking’. In this category you can read more about this topic.