A Two-Stage Rocket
When cultural lock-in persists, a company may find itself in the same situation as Sears. Sears was once the leader in mail order, selling thousands of useful items through information-packed catalogs. To this day, many people believe that Sears is the best company for tools, appliances, and other practical products. Not satisfied with this position, however, Sears expanded from mail order sales to department stores, eventually asking customers to stretch their view of the brand to include insurance, a portrait studio, and “the softer side of Sears.” Today the company is limping slowly toward oblivion.
Sears missed its big opportunity ...
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