A key challenge for any company is to migrate to a new strategy before the old one is completely dead. New strategies take time to develop. You don't just flip a switch and turn them on. And dead strategies have less to offer in the way of transferable skills and assets than mature ones. It's easier to leverage a successful brand than to reawaken a dead one.
Most companies have no idea where they are in their strategy life cycle.
They may know if their market is mature, but they don't know if they've got a few months, a few years or a few decades left before someone else comes along with a better mousetrap. Our first research stream developed a diagnostic tool to position a strategy in its life cycle and assess its strategy decay. Many companies have redefined their industries or created new industries once. The real challenge is staying on top of the hill. And the only way to stay on top is to keep innovating and redefining the rules of the game.