Andy Grove’s Paranoia: Universal Lessons (1996) [pdf]

As Grove describes it, the Japanese semiconductor manufacturers decided to win this business with the 10% rule: They would undercut Intel by 10% to get the customer. Even then, Grove didn’t find it easy to imagine abandoning the business in which Intel had gotten its start: “Intel equaled memories in all of our minds.” Aware of his own struggle over the memory chip crisis, Grove argues that, very often, it takes fresh blood to overcome management’s attachment to the status quo.

Source: hbr.org