I am reading a book on business design currently. I will post a link to it soon. I have heard the concepts in this book espoused in different ways. One of the old ways was simply the maturity cycle of a business represented in the graph below. When looking at a single business the peak really represents the full leverage of an idea in its current form for that business. Its leadership cannot take it any further without further innovation. Good leadership makes sure there is always new thinking and ideas being invested in, so that part way up the climb a second and third curve is forming. By doing this, although product lines or iterations of service change, the troughs are "hidden" by waves of growth that keep the company moving forward.
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