Great success stories in businesses are often based on being first on the market, but they thrive by being able to outmanoeuvre the competition and adapt rapidly. The easiest domain that can be used to indicate different examples remains nowadays the technology world, where we can find different good and bad stories. “The first major social network, Friendster, was trumped by MySpace, which in turn was trumped by Facebook. Netscape was trumped by Yahoo!, which was then trumped by Google”. We all know that this is not the end and, somewhere, into a basement or a small garage, someone is building the next 'big thing' that can become the main actor on the market.