The Second Curve

A company has done everything right - searched for and found excellence, focused on what works, reengineered business processes, and developed the discipline of a market leader. But even with all that, if the enterprise is still not a little paranoid about its future, it will be blind sided by The Second Curve, which comes from the massive forces of change over which it has no control - new technologies, new consumers, and new markets. In The Second Curve, Morrison explores how the two-curve concept operates in the real world. His analysis of a wide spectrum of business turnarounds pinpoints how companies, such as AT&T, Levi Strauss, Silicon Graphics, Pitney Bowes, Netscape, Intuit, and Volvo, have successfully learned to master both the first and second curves.