12 Deadly Sins That Bedevil Incumbents![](https://d25ecq9zgd9hts.cloudfront.net/img/lock.svg)
![12 Deadly Sins That Bedevil Incumbents](https://d25ecq9zgd9hts.cloudfront.net/img/2023/05/elephant.jpg)
Here’s a pattern that I’ve observed throughout my career: incumbents mostly lose; they somehow survive but don’t thrive. An incumbent growing faster than the market over a decade is more an exception, rather than the rule.