[Case study] Why discipline and self-reflection unlock great innovation

TL; DR

This story about a Texas-based maker of high-quality cowboy boots teaches innovators a key lesson in four parts, namely:

We don't talk much about discipline and self-reflection. But they are the great enablers of corporate innovation work.

Specifically:

• Don't fetishize scale: Consider NOT seeking scale (even if you want it). Focus on making users absurdly satisfied. Scale may emerge as a side effect, if you so desire.
• You CAN beat incumbents ... but probably not via "disruption:" You have 3 ways to beat bigger competitors: Be better, move faster, go where bigger competitors can't.
• Paradoxically, limiting yourself eliminates limits: Boldly, "real-ly" stand for something. People may appreciate it far beyond your "target user group."
• Stoics rule: Bonus lesson, for fun: Ancient Greek philosophers still matter to 21st-century cowboys.