"The Innovator's Dilemma" by Clayton M. Christensen

“Cited by just about every renowned leader you've ever heard of, The Innovator's Dilemma is a masterclass on pivoting. A innumerable amount of wildly successful businesses fail because they cannot and do not take heed of what it is to come by way of technology and trends. To do good business in the longterm is to sacrifice an excess of pride — evolve, continually, or fall by the wayside. This sage advice on innovation is an essential read for any business leader but particularly salient for those getting started — build the muscle before the habit becomes calcified.”