Awkward Reality #207

Most suppliers expect to grow faster than their served markets. This is usually fanciful thinking.

207-Fanciful-Thinking

On average, you and your competitors will grow at the same rate as the markets you serve. Don’t feel entitled to this. If a competitor develops a blockbuster, you’ll be happy to minimize your sales decline. Thinking otherwise is like 1970’s Detroit auto-makers assuming Japanese competitors would keep producing junk.

More in white paper, Catch the Innovation Wave (page 15).

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