When I started in business, the Product Life Cycle seemed something akin to a marathon. Launch, train, educate, market, sell--keep up a steady pace and hope that the stars aligned and the product took off. (The curve even looked like Heartbreak Hill.) The finish line was always somewhere beyond the horizon, maybe 5 or 7 years out, when--no matter how good the product--there would be a new generation or important retooling that would set-up the next product life cycle. The race went to the smart, but also to the steady.
Today's Product Life Cycle feels more like a drag race, where gas tanks are exploding, parachutes are accidentally deploying in the middle of the race, and only a few of the competitors will ever see the finish line--at least with all four wheels on the road and head in an upright position. It's exciting, picks winners and losers just seconds after the race begins, involves the media almost as much as the participants, and has such spectacular crashes you simply can't avert your eyes.
Viva the Product Life Cycle!
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