I see Google and Apple as marginal examples - they don't exactly fit into my schema, but they don't exactly break my schema either. Apple's success depended on two key insights contributed by the two founders. Jobs saw that a market for personal computers could exist, and Wozniak saw a way to repackage existing computer technology cheaply and usably enough for the customers in that market. Google did build a better search engine, but they also saw a new way to make money with search, and it's not clear which insight was more important.