Blue Ocean Strategy
A quote from Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by Renée Mauborgne, W. Chan Kim.
In contrast, value innovation is based on the view that market boundaries and industry structure are not given and can be reconstructed by the actions and beliefs of industry players. We call this the deconstructionist view.
Their point underscores a basic truth about all things. There is no "fixed" thing; as in permanent. Understanding this will provides a significant advantage in times of necessary innovation.