Netflix was founded in 1997 to allow consumers access to video content from home. By 2000, focused on second-tier films, Netflix developed a subscription service featuring unlimited, fixed-price rentals. That same year, Netflix approached Blockbuster, the dominant movie rental company at that time, first offering to become Blockbuster's online retail arm and then to sell itself for $50 million. Both offers were declined. In 2008, Blockbuster declared that Netflix is "not even on the radar screen in terms of competition." 1 Failing to recognize Netflix's ability to satisfy the customer, Blockbuster filed for bankruptcy in 2010. In contrast, Netflix, now with more than 100 million subscribers, achieved dominance by betting on emerging technology for streaming video. What might this example teach us about the future of a very different service, pediatric primary care? By many measures, pediatric primary care is thriving. Primary care pediatricians serve a growing proportion of children compared with other specialists, are more accessible to the underserved, and address increasingly complex health and social problems. In parallel, the concept of the medical home championed by the American Academy of Pediatrics has fostered health care that is comprehensive, patient centered, and technology enabled, and that engages community resources.However, the Blockbuster case suggests that impressive achievements and scale should not lull any business, even one addressing a compelling social good, into complacency. Financial and lifestyle demands have already triggered dramatic changes in US pediatric primary care, with almost two-thirds of pediatricians working in group or health maintenance organization practices, compared with fewer than half of all pediatricians in the late 1980s. Now, a new wave of pressures from disruptive, consumer-focused competitors are challenging practice models. In this Viewpoint, we argue that these pressures threaten to undermine the medical home and underscore the urgent need for pediatricians to rethink the delivery of primary care.These pressures embody 2 prominent business concepts that provide a framework for understanding and responding to market challenges: creative destruction and the "innovator's dilemma." 2,3 Creative destruction emphasizes that all businesses and industries proceed through stages of formation, growth, maturity, and decline. As industries approach the decline stage, they can either disappear, as Blockbuster did, or reinvent themselves. Creative destruction is driven by changes in technology and consumer priorities, 2 forces directly affecting primary care. The innovator's dilemma addresses a common way in which existing businesses succumb to innovators. These businesses, including