2. Commodity Markets Defined

Where are the growth engines for businesses today? How do firms avoid the commoditization that is occurring across so many industries? The answer may surprise you: Commoditization forces the growth engine. It is the ally of the growth business, though it will remain the enemy of the fixed structure company. It's time to reinvent your organization.

Here are the modern realities of business:

Profitable growth is hard

It has always been difficult to build profitable growth and even more difficult to sustain a profitable growth path. Only a tiny fraction of firms have ever succeeded in doing so. The pragmatic reality is that most long-term business growth barely keeps up with economic growth, and revenue increases hover ...

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