Wow, how much to I love this article, The Innovator’s Battle Plan:
Asymmetries allow disruptive attackers to enter a market, grow without incumbent interference, and mitigate the incumbent’s response when it is finally motivated to counterattack. The result of asymmetric battles often is the seemingly sudden end of a great firm. From the incumbent’s perspective, every action it takes is rational. But the outcome is devastating. Disruption is the strategy that creates and capitalizes on asymmetries of motivation and skills.
Found via one of my new favorite websites, Asymco (I can see where that name came from now):