The trap that companies fall into in thinking that it’s trivial to build the layers above their product. (Link)
Apple thinks it built the app infrastructure, so building apps must be easy. Windows builds the equipment and software that play and distribute music, so surely they can build a music service. Chip makers make chips — how hard could a computer be. Physicists work with the fundamental laws of the universe: surely biology is a cinch.
The problem is that while technical expertise is relatively easy to find, a knowledge of what the pressing problems are in a market or discipline (in all their complexity) is much more rare and harder to purchase.