Has Your Strategy’s Shelf Life Expired?

Successful strategies ensure that companies will eventually outgrow their target customers. Competition, innovation, and demographics ensure the opposite: that target customers will outgrow their strategies. Both scenarios create existential threats. The only way out is to stretch your strategies in ways that will open new markets to conquer when you’ve hit the limits of your original markets, or to breathe new life into your current markets when they are starting to slip from your grasp.

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