It suggests that companies follow a journey, from the entrepreneurial crucible stage (on the left) to the all-but-dead company shell (on the right). It further plots where many companies are on this journey today.
Typically, purists shop from the vendors in the Crucible and Precious categories, for example. In contrast, as companies move into New Markets, they typically shed their demanding traditional customers for greater numbers of more capricious consumers.
I have received emails asking:
- If I was going to update this chart for 2012, and also
- If I would allow a time for comment before a final chart was posted.
- A new company should be added to the chart, and where would you put it.
- A company on the chart has moved to the left or right in the last 12 months. Let me know which company, to where, and even any thoughts of specific signs.
Feel free to use these numbers for placement, or just use the more colloquial"a little more to the right".