Chapter 1. The Myth of Perpetuity and Lifecycle Realities

Does anyone really believe his or her business will last indefinitely? If not, why do we act like it will? What is the reality of business lifecycles, and how do lifecycle myths help us fulfill Schumpeter’s predictions?

The “S” Curve Theory of Business Lifecycle

Anyone who has ever read about business growth has read about “S” curves. “S” curves are very popular, in part, because they do a great job of describing many biological systems. Business theories that reflect what we see around us in everyday life are easy to accept and need only have a few good analogies to be wholeheartedly believed. However, businesses are not biological systems, and they are not required to behave like them. ...

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