Intel didn’t take the market for smartphone chips seriously until it was too late.

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As Intel disrupted Digital Equipment Company, a nearly forgotten pioneering company that produced “mini-computers” that were refrigerator sized instead of house sized, the pc chip maker has been steadily loosing ground to the more mobile device chip makers. Ten years ago, when they had the chance to change course, “There didn’t seem to be much reason to fight for a market where the opportunity just didn’t seem that big.”

In many ways today’s companies may find themselves at a similar crossroads. Do they retool for what, at present is a lower margin business: Or do they stay the course?

If you’re not pondering these questions on a regular basis, perhaps it is time to start.