But for the most part they will follow the path of established tech firms such as Apple, Intel, Adobe, eBay and IBM to lower-cost places like Austin, Columbus and Salt Lake City.

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However, according to the report, distribution is far and away the most important factor and that should be comforting to publishers because, at this point, established publishers are the only reliable path into bricks-and-mortar bookstores, where a large proportion of sales are still made.

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Emily and I both have had the opportunity to work at established agencies but we have both chosen the path of entrepreneurship.

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An established company, with a responsibility to its shareholders, will probably take a more measured path.

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Low Disruption is the path favored--though not always--by entrepreneurs who nimbly figure out before their established competitors do just how to harness cheap tech and global resources.

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