vi) Need To Re-Define Your Business

Not appreciating the need to redefine your business. For example, not appreciating that

- the market has moved

- a new competitive model exists, such as IT versus newspapers (this requires "good radar" that is continually scanning the business horizons, and is not too dismissive of competitors)

- the current business model has reached its natural limit, ie top of the S-curve

(source: Catherine Fox, 2007g)