Jobs argues that organisations and individuals can become accustomed to established ways of understanding their surroundings. Once those assumptions appear successful or comfortable, they may be less likely to notice changes in markets, technology or customer behaviour. The problem, in his view, is not simply a lack of information but a tendency to interpret new developments through familiar habits and expectations.

Startups can gain an advantage because they are less constrained by existing structures, products and assumptions. They may be more willing to recognise emerging possibilities and build around them before established organisations respond. The quote therefore links innovation with openness to change rather than with size or resources alone. It also points to a recurring management challenge: past success can make an organisation less responsive to new conditions. The practical lesson is that maintaining curiosity, questioning settled assumptions and watching for changes in the wider environment can help organisations respond before opportunities are missed.