---
id: "quote-equal-opportunity-disrupter"
type: "quote"
source_timestamps: ["¶19"]
tags: ["disruption", "macro-trends"]
related: ["concept-equal-opportunity-disrupter", "claim-gen-ai-no-new-advantage"]
speakers: ["Jay B. Barney", "Martin Reeves"]
quote: "Although it will have unlocked tremendous value, the very nature of a general technological innovation will make it an equal-opportunity disrupter. Businesses that try to deny the power of gen AI will certainly fail. Those that adopt it will stay in the fight."
sources: ["spine"]
sourceVaultSlug: "hbr-seg-spine"
originDay: 1
articleStem: "hbr-cl-96-ai-no-sustainable-advantage"
sourceUrl: "https://hbr.org/2024/09/ai-wont-give-you-a-new-sustainable-advantage"
sourceTitle: "AI Won’t Give You a New Sustainable Advantage"
---
# Equal-Opportunity Disrupter

> "Although it will have unlocked tremendous value, the very nature of a general technological innovation will make it an equal-opportunity disrupter. Businesses that try to deny the power of gen AI will certainly fail. Those that adopt it will stay in the fight."
> — [[entity-jay-b-barney]] & [[entity-martin-reeves]]

The closing framing of the thesis — adoption buys survival ('stay in the fight'), not dominance. Source line for [[concept-equal-opportunity-disrupter]] and [[claim-gen-ai-no-new-advantage]].