About The Book

To be a cutting-edge business, you need to have the ability to continuously grow, create value and adapt expeditiously as needed and as planned.

Durability is about developing and utilizing insight and capabilities in the current and in a volatile / uncertain forward-looking customer/buyer world of evolving preferences.

The business community, especially in the U.S, generally operates in a world where business is done by pursuing a short-term goal of quarterly profit reporting as the driving force. This can lead to mediocrity and complacency. Contrast that with the goal of establishing lifecycle (year-over-year) durability as the measure of a successful business, even for startup businesses. 

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