Think about your favorite company or your least favorite company. Ask yourself wherei falls the life cycle. Because here's what why it matters how you move through the life cycle function, or what kind of business you're at. Once you've got to the top, it becomes much more difficult for people to come up because it took you a long time,. It takes them a long time. And then when you decline, the decline is slow. You still don't like it, but you decline slowly. The quintessential twentieth century company, the u twentieth Century company, that's what the life cycle looked like. Think of how long it took ford to go from being a starrt