As markets and industries transform themselves, the winners can come from anywhere. You might already be in the market or you might be about to disrupt it. You might be at the start or towards the end of your career. You might be upstream making a discovery, midstream in the supply chain or downstream with a customer. Your motives might be creative, financial or social. Those who adopt the right idea with the right mindset, the right model and the right funding can perform better not just by a few percentage points, but by a multiple of two to three.