To be fair, Edlund and Korn were merely building an admittedly grossly simplified model of human behavior in an attempt to answer a nagging question: Why do hookers make so much money?

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As a simplified model, Dr Page imagines a wave function for a whole universe (for these purposes, a universe can be considered as a single particle), from which two possible versions might be born.

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HubSpot, a Boston-based company that sells inbound marketing and CRM software to businesses, has used a simplified version of the model while boosting revenues more than ten-fold since 2008.

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Disruptive innovation requires three things: a change in technology that simplifies a complicated technical problem, a business model that can take those simplified solutions to the market at low cost and a supporting cast of suppliers and distributors to reinforce the disruptor in the middle.

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