In 2011 Katrina Lake launched a new type of online retailing, Stitch Fix, a personal styling service based on a mix of human creativity and artificial intelligence, and grew it into a $3.6B company. Like many other successful retail businesses, it rapidly caught Jeff Bezos’s eye. And nothing good comes when Jeff Bezos notices you and decides to compete.

Retail had always fascinated Katrina Lake, the youngest woman CEO to ever lead a US initial public offering. But she couldn’t help noticing that the age-old industry never changed. Brick-and-mortar retailers still competed on variety and touch-and-feel, while online competitors sought to differentiate through low prices and fast shipping.

Self-driving cars are moving from science fiction to showroom fact, or at least to a car summoning platform. Waymo, the self-driving car division of Google, has ordered 82,000 self-driving cars for delivery through 2020. Cruise Automation, from General Motors, is perfecting their own fleet. Countless companies are driving full-throttle into the future.

Drybar was launched in 2010 with the tagline “No cuts. No color. Just Blowouts!” by hair stylist Alli Webb and her brother Michael Landau. Blow-drying had long been provided in most hair salons, but was considered an add-on or infrequent stand-alone service that did not incur a significant and consistent revenue stream.

Drybar (B) is presented in an innovative cartoon storybook format to help enhance participants' understanding of Drybar's offering through an entertaining experience that is both informative and emotionally engaging. Supplementary Video and Lecture Slides can be obtained at https://www.blueoceanstrategy.com/teach