Chapter 13
The Magic of Renewal
Chapter 5 introduced Bruce Henderson’s product life cycle concept, which hit business thinking in the 1970s with the force of an atomic blast.
Today we’re seeing more, and more frequent, exceptions to the natural and “inevitable” progression of businesses from the embryonic through growth, maturing, and aging and decline stages that Henderson espoused. Increasingly, we’re seeing examples that defy that “law” of nature—and when they do, they continually leave others roiling in their wake. These innovative businesses furrow the brows of those in the Jobs at the Top at rivals that can’t keep pace, as they wonder how ...
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