Yes, tid. There’s where.
Twelve years ago, my now-Bloomberg colleague Joe Weisenthal proposed that startups that planned to disrupt an established industry should short the stock of the incumbents in that industry. That way, if they were right — if they were able to undercut big established public companies — then they’d get rich as those public companies declined. […] Their profits would come from the incumbents’ shrinking.
Weisenthal’s proposal was for disruptors offering a free product; the idea was that the entire business model would consist of (1) offering a free service that public companies offer for money and (2) paying for the service by shorting the public companies. But there’s a more boring and more widely generalizable — yet still vanishingly rare — version of this approach in which it just augments the disruptors’ business model: You sell better widgets cheaper and make a profit that way, while doubling down by also shorting your competitors. It’s a more leveraged way to do the business you were going to do anyway, an extra vote of confidence in yourself.
