All businesses, large and small, traditional and disruptive, hew to a similar pattern in their journeys toward increased market penetration. During the initial phase, revenues and market share gains are typically slow. If companies survive this phase, they tend to progress into a second phase of much more rapid growth. Some companies flounder during this phase. Those that survive it eventually reach a third phase: a tapering off, slowing, or declining growth. The challenge here is to sustain growth as long as possible, or to jump-start new growth.
