“ Create more value than you capture.” All successful companies do this. Once they start capturing more value than they create, their market position erodes, and someone displaces them. It may take a while but it happens eventually. If Google takes too much of the pie, it will be a great opening for a new competitor. Right now, because Google is creating the most value for the ecosystem, competitors continue to lose share. If they started taking a lot more of the revenue, Microsoft’s share would go up, plus new startups would have an opening that they don’t have now.
