Life Cycles and Strategies

Strategists typically think of a company or product life cycle in terms of an S-curve. A curve that depicts sales, revenue or unit adoption over a period of time. Interestingly, change runs rampant through the S-curve.

The curve suggests that in the early years, sales start off slow as early adopters become interested and traction begins to form. Companies strive to change whatever they must (business models, pricing, marketing messages, processesLife_Cycle_Curve etc.) in order to break through and get adoption or shorten time-to-revenue. As the market learns and accepts the product, sales expand quickly for a fairly extended period. During this rapid expansion, change works throughout an organization to adapt products, improve manufacturing processes, build out services, and initiate new strategies to prolong growth.

Then, late stage buyers begin to pick up the products as they become standards or must-haves. As the rate of expansion slows, the organization struggles to find creative ways to uphold old growth expectations and prove slowness to be temporary. The company must face reality about the ultimate change decision —innovate, prolong or simply stop.

The New S-Curve

We see a new S-curve: The Trilogy Change CurveTM. The Trilogy Change CurveTM is an emotional curve that weaves through the entire S-curve. At every point along the S-curve, while business is getting done, there are numerous emotions flowing through the people doing the work. These emotions fuel your business and ultimately determine sustainability. People must embrace the idea of change, understand its steps and see their role in the future.


More fully, our Change Curve addresses your business from two points of view: what you experience when making business happen and all the emotions that come along with it. What makes business happen are all the objective and fundamental business disciplines you face every day: winning new customers, deploying smart business models, manufacturing products, developing strategy, setting price, working a business procedure, etc. The emotional side is the subjective stuff or human behavioral dynamics: it’s the passionate way things are carried out, the interrelationships in group dynamics, churning through a decision, communicating clearly, the thrill of winning, etc.