DURABILITY Industries in the period of Durability demonstrate broad resilience and achieve consistent performance, while disruptors remain a distant threat, for now. But instead of purely sustaining the status quo, this is the period where companies have a great opportunity to seek and experiment with new business ideas. VULNERABILITY In the period of Vulnerability, acute weaknesses in industries, from a lack of innovation to insufficient investment, become apparent. It is in this period where incumbents benefit from the continued presence of high barriers to entry; instinctively many rely on these defenses to fend off disruption. This blind spot distracts many from a great opportunity: scaling up new ideas and venturing into new markets. VOLATILITY In the period of Volatility, old sources of industry strength become weaknesses, as large disruptors enter to unlock new sources of value. Most companies focus on resolving pressing issues in the core business; what’s much harder is redirecting investment capacity to grow new businesses. VIABILITY In the Viability period, embryonic or reborn industries try to sustain high rates of innovation and enjoy only short-lived competitive advantage as new disruptors constantly emerge. Here the opportunity lies not only in growing the core business by offering new products in existing markets, but also in expanding the footprint of existing products to new markets. BREAKING THROUGH DISRUPTION 6