Change will never be as slow as it is today. We live in a state of constant transformation—where ongoing disruption is the only constant. Large, established corporations now face competition from small, dynamic start-ups. Entire products and industries have already fallen victim to disruptive innovations. And, not least of all, the Corona pandemic has significantly accelerated digitalization. In this chapter, we invite you on a brief journey through time to explore how markets have evolved, the impact digitalization has had and still has, and the challenges companies must overcome to grow market share in these dynamic times.