Even when established firms innovated on disruptive technologies and their marketing personnel got a negative response from lead customers, it forced the firms to focus on sustaining current innovation. Lead customers effectively control the patterns of resource allocation in well-run companies => align a portion of the organization working on disruptive technology with the right customer Align the whole of the organization to work on new disruptive technology Micropolis decided to move from an 8" to a 5.25" drive, and its 8" drive lost to competitors, sales had to refocus from mainframe customers to minicomputer manufacturers.